ADE YUNITA, NPM 2101300312 (2025) PENGARUH PERSEPSI PRODUK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN DENGAN KEUNGGULAN BERSAING SEBAGAI VARIABEL INTERVENING. Tugas_Akhir(Artikel) JURNAL BISNIS MAHASISWA, 5 (4). pp. 1674-1682. ISSN 2807-2219 (e-ISSN)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh persepsi produk dan persepsi harga terhadap keputusan pembelian dengan keunggulan bersaing sebagai variabel intervening pada pengguna sepeda motor Honda Scoopy di Panai Hulu. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner kepada 100 responden. Data dianalisis menggunakan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa persepsi produk dan persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Selain itu, keunggulan bersaing terbukti memediasi hubungan antara persepsi produk dan persepsi harga terhadap keputusan pembelian. Temuan ini mengindikasikan bahwa peningkatan persepsi konsumen terhadap kualitas produk dan harga yang kompetitif akan memperkuat keunggulan bersaing dan mendorong keputusan pembelian. Penelitian ini memberikan implikasi bagi produsen untuk terus meningkatkan kualitas produk dan strategi harga guna mempertahankan posisi kompetitif di pasar. Kata Kunci : Persepsi Produk, Persepsi Harga, Keputusan Pembelian, Keunggulan Bersaing ================================================================================================ This study aims to analyze the effect of product perceptions and price perceptions on purchasing decisions with competitive advantage as an intervening variable for Honda Scoopy motorcycle users in Panai Hulu. This study uses a quantitative approach with data collection techniques through questionnaires to 100 respondents. The data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). The results showed that product perception and price perception had a positive and significant effect on purchasing decisions. In addition, competitive advantage is proven to mediate the relationship between product perceptions and price perceptions on purchasing decisions. This finding indicates that increasing consumer perceptions of product quality and competitive prices will strengthen competitive advantage and encourage purchasing decisions. This study provides implications for manufacturers to continue to improve product quality and pricing strategies to maintain a competitive position in the market. Keywords : Product Perception, Price Perception, Purchase Decision, Competitive Advantage
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Persepsi Produk, Persepsi Harga, Keputusan Pembelian, Keunggulan Bersaing=================Product Perception, Price Perception, Purchase Decision, Competitive Advantage |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 10 Jul 2025 04:23 |
| Last Modified: | 10 Jul 2025 04:23 |
| URI: | http://repository.ulb.ac.id/id/eprint/1557 |
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