PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR MEREK HONDA (STUDI KASUS PADA DEALER PT.EKA PRIMA MOTOR MOJOKERTO)

NOSA YURIA ROSIDA, NOSA YURIA ROSIDA (2019) PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR MEREK HONDA (STUDI KASUS PADA DEALER PT.EKA PRIMA MOTOR MOJOKERTO). Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

Text NOSA YURIA ROSIDA PEMASARAN NIM 5.14.02.03.0.100 SKRIPSI.pdf Restricted to Repository staff only Download (3MB)

Abstract

ABSTRACT Yuria Rosida, Nosa 2018. Effect of Product Quality and Price on Purchasing Decisions of Honda Brand Motorbikes (Case study of PT. Prima Motor Mojokerto dealer). Thesis / final project, Management Study Program, Faculty of Economics, Majapahit Islamic University (UNIM) Lecturer I : Eny Setyariningsih, SE.,MM Lecturer II : Rika Dwi Harsasi, SE., M.SM Transportation is an important thing in life, especially for people who will travel far, such as planes, ships, trains, buses, cars and motorbikes. Motorcycle is easy and easy to avoid traffic jams. Honda motorbikes are motorbikes that are in great demand by the public. Before buying, consumers must first know the goods produced by the company, so they are sure of the goods offered. Based on the monitoring carried out in the field there are several things that influence the purchasing decision by consumers to see whether this product is onehuart as advertised, guaranteed product quality, machine reliability, and spare parts that are easily searched by consumers if they want to buy. Is a treatment by a company like Honda motorcycles. The purpose of this research is to determine the quality of products and prices partially or simultaneously have a significant influence on the purchase decision of Honda motorbikes by consumers at the dealer PT. Prima Motor Mojokerto. The data analysis technique used in this study is to use multiple linear regression with correlation testing, determination, f test and t test with a questionnaire with a sample of 104 respondents. The results of the study stated simultaneously and partially the quality of service and trust had a significant positive effect on the effect of product quality and price on the purchase decision of Honda brand motorcycles. This shows that the influence of product quality and price on the purchase decision of Honda brand motorbikes to survive. Honda motorcycle companies are expected to further improve the quality of their products and innovate products even better, so that many consumers are interested in buying them and competitive prices by comparing the prices of existing competitors so as to increase the purchase of Honda motorcycles specifically for the public. Keywords: Product quality, price, purchase decision

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