Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pemebelian Sepeda Motor Yamaha Nmax Pada Dealer Subur Plus Teluk Jambe

Muhamad Ritsa Faisal, Kosasih Kosasih

Sari


This study aims to explain the description of product quality, price, on purchasing decisions of Yamaha Nmax motorcycles at Subur Plus Dealer Teluk Jambe, as well as to examine the effect of product quality and price variables simultaneously and partially on purchasing decisions. This research was conducted using descriptive and verification methods, namely collecting, presenting, analyzing, and testing hypotheses, as well as making conclusions and suggestions.Samples were collected using the proportionate stratified random sampling method with a sample of 124 respondents from a population of 180 buyers. The data analysis techniques used were scale range analysis and path analysis with the help of Method of successive interval (MSI).From the results of the analysis of research data obtained several conclusions that the quality of the product 381 is in the criteria of moderately agree, the price of 436 is in the criteria of moderately agree, the purchase decision of 388 is in the criteria of moderately agree. There is a relationship between product quality and price of 0.481, this shows a fairly strong and unidirectional relationship because it has a positive value. There is a partial effect between product quality and purchasing decisions of 31.4% and there is a partial influence between price and purchasing decisions of 20.8%. There is a simultaneous influence between product quality and price on purchasing decisions for Yamaha Nmax motorcycles at Subur Plus Dealer Teluk Jambe by 52.2%, while the remaining 47.8% is the contribution of other variables not examined.
Keywords:
Product Quality_1, Price_2, Purchase Decisiom_3

Teks Lengkap:

Download PDF

Referensi


Alma, Buchari. 2014. Manajemen Pemasaran dan Pemasaran Jasa. Bandung : Alfabeta

Hasibuan, Malayu, S.P 2014. Manajemen Dasar, Pengertian, dan Masalah Edisi Revisi, Jakarta : PT Bumi Aksara

Hasibuan, Malayu, S.P 2014. Manajemen Sumber daya Manusia Cetakan Ketujuh Belas, Jakarta : PT Bumi Aksara

Heizer, Jay, dan Bary Render. 2015. Operation Manajemen. Edisi 7. Jakarta : Salemba Empat.

Kasmir & Jakfar. 2014. Studi Kelayakan Bisnis. edisi revisi. Jakarta : Prenadamedia Group

Kotler, Armstrong. 2014. Prinsip – Prinsip Pemasaran 2. Edisi Keduabelas. Jakarta : Erlangga

Kotler dan Keller. 2010. Manajemen Pemasaran. Jilid 2 Edisi 13. Jakarta : Erlangga

Munawaroh, Munjiati. 2013. Manajemen Operasi. Yogyakarta. LP3M UMY.

Rangkuti, F. 2009. Strategi promosi yang kreatif. Jakarta : PT. Gramedia Pustaka Utama.

Robbins, Stephen, dan Coulter, Mary. 2010. Manajemen Edisi Kesepuluh. Jakarta : Erlangga.

Riduan dan Kuncoro. 2013. Cara Mudah Menggunakan dan Memaknai Path Analysis Lengkap dengan Contoh Tesis dan Perhitungan Spss 17.0. Bandung : Alfabeta.

Shimp, Terence. 2010. Periklanan Promosi. Edisi 5 jilid 2. Yogyakarta : Erlangga

Sugiyono. 2012. Metode Penelitian Manajemen, Bandung : Alfabeta.

Sugiyono. 2012. Metode Penelitian Kuantitatif, Klualitatif dan R&D, Bandung : Alfabeta.

Sumarwan, Ujang. 2010. Perilaku Konsumen. Jakarta : Erlangga

Suzy Widyasari dan Erna Triastuti Fifilia. 2009. Analisis Pengaruh Produk, Harga, Promosi dan Lokasi Terhadap Keputusan Pembelian Rumah Studi Pada Perumahan Graha Estetika Semarang. Tema Telaah Manajemen, Vol 6 edisi 2, 159-169

Swastha, Basu, 2008. Azas-Azas Marketing. Edisi Ketiga. Yogyakarta : Liberty

Swastha, Basu dan Irawan, 2008. Manajemen Pemasaran Modern. Yogyakarta : Liberty

Team Penyusun. 2017. Buku Panduan Penyusunan Skripsi (Fakultas Ekonomi dan Bisnis Universitas Singaperbangsa Karawang) Edisi 8, Karawang.

Tjiptono, Fandy. 2015. Strategi Pemasaran. Edisi III. Yogyakarta : Andi Offset

Utama, I Gusti Bagus Rai. 2017. Pemasaran Pariwisata. Jakarta : Andi

Villamor, Anthony Paul C., Argueller, Roberto M. 2014. Personal Selling and Social Media: Investigating Their Consequences to Consumer Buying Intention. International Journal Conference on Business Management.

Wibawa, Afra. 2013. Pengaruh Lokasi dan Citra Merk terhadap Keputusan Pembelian Konsumen pada Distro Ouval Research di Buah Batu Bandung. Bandung : Fakultas Ekonomi Universitas Komputer Indonesia.




DOI: https://doi.org/10.37531/mirai.v8i2.5609

Refbacks

  • Saat ini tidak ada refbacks.


Flag Counter

Creative Commons License

JURNAL MIRAI MANAGEMENT is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Web
Analytics