PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada PT. Sun Star Prima Motor Bekasi)

Wulansari, Wulansari (2020) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada PT. Sun Star Prima Motor Bekasi). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

The purpose of this study was to determine the effect of price perception and promotion product quality on purchasing decisions for xpander cars at PT. SUN STAR PRIMA MOTOR BEKASI. The population in this study were Xpander car users. This research is a survey method using quantitative analysis. Data collection using a questionnaire as many as 97 people from the total population of Xpander car users. Data analysis methods used are descriptive statistical data analysis and analysis of respondents' answers. Statistical analysis methods can be selected and adjusted to the research objectives. Data analysis used in this study is the correlation coefficient and determination (partial and multiple). The sampling technique was used with purpose sampling method. The data testing technique used in this research includes validity test, reliability test and simulation determination coefficient using the SPSS v.26.0 for Windows program. The conclusion of this research is that the significant effect of product quality on purchasing decisions is 23.2% and significant. The effect of price perception on purchasing decisions is 23.8% and significant. The effect of promotion on purchasing decisions is 10.4% and significant. The coefficient of determination simultaneously shows the quality of the product Keywords: Product Quality, Price Perception, Promotion and Purchasing Decisions ** Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitas produk persepsi harga dan promosi terhadap keputusan pembelian mobil xpander di PT. SUN STAR PRIMA MOTOR BEKASI. Populasi dalam penelitian ini adalah pengguna mobil Xpander. Penelitian ini metode survey menggunakan analisa kuantitatif. Pengumpulan data menggunakan kuesioner sebanyak 97 orang dari jumlah populasi pengguna mobil Xpander. Metode analisis data yang digunakan adalah analisis statistik data deskriptif dan analisis jawaban responden. Metode analisis statistik dapat dipilih dan disesuaikan dengan tujuan penelitian, analisis data yang digunakan dalam penelitian ini adalah koefisien korelasi dan determinasi (parsial dan berganda).Teknik pengambilan sampel digunakan dengan metode purpose sampling . Teknik pengujian data yang digunakan dalam penelitian ini meliputi uji validitas, uji realibilitas dan koefisien determinasi simultan dengan menggunakan program SPSS v.26.0 for Windows. Simpulan penelitian ini yaitu pengaruh signifikan kualitas produk terhadap keputusan pembelian sebesar 23,2 % dan signifikan. Pengaruh persepsi harga terhadap keputusan pembelian sebesar 23,8 % dan signifikan. Pengaruh promosi terhadap keputusan pembelian sebesar 10,4 % dan signifikan. Hasil koefisien determinasi secara stimultan menunjukan kualitas produk. Kata Kunci : Kualitas Produk, Persepsi Harga, Promosi dan Keputusan Pembelian

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorChandra, RamaUNSPECIFIEDrama_chandra@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Users 1146 not found.
Date Deposited: 06 Jan 2021 08:23
Last Modified: 06 Jan 2021 08:23
URI: http://repository.stei.ac.id/id/eprint/2884

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