Setiawan, Ananda (2022) PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA (Studi Kasus pada Dealer Motor Jl Dewi Sartika Cawang). Skripsi thesis, Sekolah Tinggi Ilmu Ekononi Indonesia Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Sepeda Motor Honda. Penelitian ini menggunakan jenis penelitian asosiatif dengan pendekatan kuantitatif, yang dianalisis dengan pendekatan survey yaitu pengumpulan data dan penilaian responden dengan menggunakan kuesioner dan diolah menggunakan IBM SPSS 26.0. Sampel penelitian ini berdasarkan metode Analisis Multivariat, dengan sampel sebanyak 100 responden Dealer Dewi Sartika pada penelitian ini. Teknik pengumpulan data menggunakan Accident Sampling. Pengolahan data dengan Pengujian hipotesis menggunakan Uji t. Berdasarkan hasil penelitian ini membuktikan bahwa (1) Produk tidak berpengaruh terhadap Keputusan Pembelian Dealer Dewi Sartika, (2) Promosi tidak berpengaruh teradap Keputusan Pembelian Dealer Dewi Sartika (3) Harga berpengaruh terhadap Keputusan Pembelian Dealer Dewi Sartika, (4) Lokasi berpengaruh terhadap Keputusan Pembelian Dealer Dewi Sartika. Kata Kunci : Bauran Pemasaran, Produk, Harga,Lokasi,Promosi, Keputusan Pembelian ABSTRAK This research aims to find out the effect of the Marketing Mix on Honda Motorcycle Purchase Decisions. This study uses a type of associative research with a quantitative approach, which is analyzed with a survey approach that is the collection of data and assessment of respondents using questionnaires and processed using IBM SPSS 26.0. This study sample is based on multivariate analysis methods, with a sample of 100 respondents dealer Dewi Sartika in this study. Data collection techniques using accident sampling. Processing data by hypothesis testing using the t test. Based on the results of this study proves that (1) The Product (Product) has no effect on the Purchase Decision of Dewi Sartika Dealer, (2) Promotion (Promotion) has no effect on the Purchase Decision of Dealer Dewi Sartika, (3) Price affects the Purchase Decision of Dealer Dewi Sartika, (4) Location (Place) affects the Purchase Decision of Dealer Dewi Sartika. Keywords: Marketing Mix, Product, Price, Location, Promotion, Purchase Decision
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | ANANDA SETIAWAN | ||||||||
| Date Deposited: | 30 Dec 2022 01:25 | ||||||||
| Last Modified: | 30 Dec 2022 01:25 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/9218 |
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