PENGARUH HARGA KOMPETITIF, STRATEGI PROMOSI, DAN MOTIVASI TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA BEAT DI KOTA TANGERANG

KEMALA, WIDYA NURUL (2025) PENGARUH HARGA KOMPETITIF, STRATEGI PROMOSI, DAN MOTIVASI TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA BEAT DI KOTA TANGERANG. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to test and analyze the influence of Competitive Prices, Promotional Strategies, and Motivation on purchasing decisions for Honda Beat Motorbikes in Tangerang City. The population in this research are consumers in Tangerang City. The sample used was 125 respondents, with data collection methods using survey methods, with research instruments in the form of questionnaires. The data analysis method uses Structural Equation Model (SEM) using Partial Least Square software (SmartPLS version 3.2.9). The results obtained were that competitive prices had a positive and insignificant effect on purchasing decisions, Promotion Strategy had a positive and significant effect on purchasing decisions, and Motivation had a positive and significant effect on purchasing decisions. Keywords: Competitive Prices, Promotion Strategy, Motivation, Purchasing Decisions Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Harga Kompetitif, Strategi Promosi, dan Motivasi terhadap keputusan pembelian Sepeda Motor Honda Beat di Kota Tangerang. Populasi dalam penelitian ini adalah konsumen yang berada di Kota Tangerang. Sample yang dipergunakan sebanyak 125 responden, dengan metode pengumpulan data menggunakan metode survei, dengan instrumen penelitian berupa kuesioner. Metode analisis data menggunakan Structural Equation Model (SEM) menggunakan perangkat lunak Partial Least Square (SmartPLS versi 3.2.9). Hasil yang didapatkan bahwa Harga kompetitif berpengaruh positif tidak signifikan terhadap keputusan pembelian, Strategi Promosi berpengaruh positif dan signifikan terhadap keputusan pembelian, dan Motivasi berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata kunci: Harga Kompetitif, Strategi Promosi, Motivasi, Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 013
NIM/NIDN Creators:	43120120088
Uncontrolled Keywords:	Harga Kompetitif, Strategi Promosi, Motivasi, Keputusan Pembelian
Subjects:	600 Technology/Teknologi > 620 Engineering and Applied Operations/Ilmu Teknik dan operasi Terapan > 629 Other Branches of Engineering/Cabang Teknik Lainnya > 629.2 Motor Land Vehicles and Cycles Engineering/Teknik Kendaraan Bermotor dan Teknik Sepeda 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 794 Indoor Games of Skill/Permainan Ketangkasan dalam Ruangan > 794.1 Chess/Catur > 794.12 Strategy and Tactics/Strategi
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	11 Jan 2025 04:09
Last Modified:	11 Jan 2025 04:09
URI:	http://repository.mercubuana.ac.id/id/eprint/93510

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