Alfiana, Siti Amelia (2021) PENGARUH BAURAN PEMASARAN PADA KEPUTUSAN PEMBELIAN MOBIL KIJANG INNOVA TYPE G DI PT. AUTO 2000 JAKARTA SELATAN. Skripsi thesis, SEKOLAH TINGGI ILMU EKONOMI INDONESIA JAKARTA.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, harga, dan promosi pada keputusan pembelian mobil Kijang Innova Type G di PT.AUTO 2000 Jakarta Selatan. Strategi yang digunakan dalam penelitian ini adalah srategi asosiatif dengan metode kuesioner. Populasi dalam penelitian ini adalah pengguna mobil Kijang Innova Type G sebanyak 121 orang di Jakarta Selatan. Teknik pengambilan sampel yang digunakan adalah Purposive Sampling dengan jumlah sampel sebanyak 93 responden dengan menggunakan rumus slovin. Teknik pengumpulan data menggunakan kuesoner yang telah di uji validitas dan reliabilitas. Penelitian ini menggunakan metode analisis koefisien determinasi. Hasil penelitian ini menunjukkan bahwa kualitas produk, persepsi harga, dam promosi bererpengaruh baik secara parsial maupun simulatan terhadap keputusan pembelian mobil Kijang Innova Type G di Jakarta Selatan. The aims of this study was to determine the effect of product quality, price, and promotion on the decision to purchase a Kijang Innova Type G car at PT. AUTO 2000, South Jakarta. This study used associative strategy with a questionnaire method. The population were 121 users of Kijang Innova Type G in South Jakarta. The sampling technique used purposive sampling with total sample were 93 respondents using the slovin formula. Data collection techniques used questionnaire that had been tested for validity and reliability. This study used the coefficient of determination analysis method. The results of this study showed that product quality, price perception, and promotion had partial and simultaneous influence on the purchase decision of the Kijang Innova Type G car in South Jakarta.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | SITI AMELIA ALFIANA | ||||||||
| Date Deposited: | 26 Oct 2021 02:21 | ||||||||
| Last Modified: | 26 Oct 2021 02:21 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/5655 |
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