PENGARUH PROMOSI PENJUALAN, PERSEPSI HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN MOBIL MEREK ISUZU ELF (Studi pada PT. Armada Auto Tara Kalimalang)

Bria Fahik, Arnoldus (2019) PENGARUH PROMOSI PENJUALAN, PERSEPSI HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN MOBIL MEREK ISUZU ELF (Studi pada PT. Armada Auto Tara Kalimalang). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh promosi penjualan, persepsi harga dan kualitas pelayanan terhadap keputusan pembelian mobil merek Isuzu ELF pada PT. Armada Auto Tara Kalimalang. Strategi penelitian yang digunakan dalam penelitian ini adalah strategi asosiatif. Populasi dalam penelitian ini yaitu konsumen yang melakukan pembelian tahun 2018 yaitu sebanyak 73 konsumen, dan seluruh populasi dalam penelitian ini dijadikan sampel menggunakan teknik sensus. Teknik analisis data yang digunakan yaitu uji validitas dan reliabilitas, analisis koefisien determinasi dan uji hipotesis. Hasil penelitian menyimpulkan bahwa 1) Promosi penjualan berpengaruh signifikan terhadap keputusan pembelian mobil merek Isuzu ELF pada PT. Armada Auto Tara Kalimalang sebesar 6,40%, 2) Persepsi harga berpengaruh signifikan terhadap keputusan pembelian mobil merek Isuzu ELF pada PT. Armada Auto Tara Kalimalang sebesar 15,60%, 3) Kualitas pelayanan berpengaruh signifikan terhadap keputusan pembelian mobil merek Isuzu ELF pada PT. Armada Auto Tara Kalimalang sebesar 8,80%, 4) Promosi penjualan, persepsi harga dan kualitas pelayanan berpengaruh signifikan terhadap Keputusan pembelian mobil merek Isuzu ELF pada PT. Armada Auto Tara Kalimalang sebesar 80,20%. Kata kunci : Promosi Penjualan, Persepsi Harga, Kualitas Pelayanan, Keputusan Pembelian ABSTRACT This study aims to determine influence of sales promotion, price perception and service quality on purchasing decisions of Isuzu ELF brand cars at PT. Armada Auto Tara Kalimalang. The research strategy used in this study is the associative strategy. The population in this study is consumers who make purchases in 2018 as many as 73 consumers, and the entire population in this study was sampled using census techniques. Data analysis techniques used are the validity and reliability test, the coefficient of determination analysis and hypothesis testing. The results of the study concluded that 1) Sales promotion has a significant influence on purchasing decisions for Isuzu ELF brand cars at PT. Auto Tara Kalimalang fleet of 6.40%, 2) Price perception has a significant influence on purchasing decisions for Isuzu ELF brand cars at PT. Auto Tara Kalimalang fleet of 15.60%, 3) Quality of service has a significant influence on purchasing decisions for Isuzu ELF brand cars at PT. Auto Tara Kalimalang fleet of 8.80%, 4) Sales promotion, price perception and service quality significantly influence the purchase decision of the Isuzu ELF brand car at PT. Kalimalang Tara Auto Fleet of 80.20%. Keyword : Sales Promotion, Price Perception, Service Quality, Purchase Decision

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Saefurrahman, Asep UNSPECIFIED UNSPECIFIED
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	Ridho Adi Nugroho
Date Deposited:	11 Jan 2022 07:56
Last Modified:	11 Jan 2022 07:56
URI:	http://repository.stei.ac.id/id/eprint/6784

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