FERDI VAHLUZI ARITONANG, NPM 2001100148 (2024) ANALYSIS OF THE EFFECT OF DESIGN, PRICE, PRODUCT QUALITY AND SERVICE QUALITY ON PURCHASING DECISIONS FOR HONDA VARIO TYPE MOTOR VEHICLES IN RANTAUPRAPAT. Tugas_Akhir (Artikel) Management Studies and Entrepreneurship Journal (MSEJ), 5 (2). pp. 5177-5190. ISSN 2715-792X (e-ISSN) / 2715-7911 (p-ISSN)
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Abstract
This study aims to analyze the analysis of the effect of design, price, product quality and service quality on purchasing decisions for Honda Vario motor vehicles in Rantauprapat. This type of research is quantitative, the place of this research is the Honda Vario Type Motor Vehicle Buyer in Rantauprapat. The data collection techniques used in the study were observation, documentation and questionnaires using a Likert scale. Which was taken into population in January 2024, namely Buyers of Honda Vario Type Motor Vehicles in Rantauprapat. In this study, because the population in this study is unknown, the Lemeshow formula is used to determine the number of samples. So, the total number of respondents in this study were 96 consumers. Multiple linear regression analysis was tested using partial (t), simultaneous (F) and coefficient of determination tests. The results of the study partially state that design has a positive and significant effect on purchasing decisions. Price has a positive and significant effect on purchasing decisions. Product quality has a positive and significant effect on purchasing decisions. Service quality has a positive and significant effect on purchasing decisions. Keywords : Design, Price, Product Quality, Service Quality, Purchasing Decisions. ============================================================================================== Penelitian ini berujuan untuk menganalisis analisis pengaruh desain, harga, kualitas produk dan kualitas pelayanan terhadap keputusan pembelian kendaraan motor honda jenis Vario Di Rantauprapat. Jenis penelitian ini bersifat kuantitatif, yang menjadi tempat penelitian ini adalah Pembeli Kendaraan Motor Honda Jenis Vario Di Rantauprapat. Teknik pengumpulan data yang digunakan dalam penelitian adalah observasi, dokumentasi dan kuesioner dengan menggunakan skala likert. Yang diambil menjadi populasi pada bulan Januari 2024 yaitu Pembeli Kendaraan Motor Honda Jenis Vario Di Rantauprapat. Dalam penelitian ini, Karena populasi dalam penelitian ini tidak diketahui jumlahnya, maka digunakan rumus Lemeshow untuk mengetahui jumlah sampel. Jadi, jumlah keseluruhan responden dalam penelitian ini adalah 96 konsumen. Analisis regresi linier berganda diuji dengan menggunakan uji parsial (t), simultan (F) dan koefisien determinasi. Hasil penelitian secara parsial menyatakan bahwa desain berpengaruh positif dan signifikan terhadap keputusan pembelian. Harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci : Desain, Harga, Kualitas Produk, Kualitas Pelayanan, Keputusan Pembelian.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Design, Price, Product Quality, Service Quality, Purchasing Decisions. =========================== Desain, Harga, Kualitas Produk, Kualitas Pelayanan, Keputusan Pembelian. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 04 Jul 2024 02:35 |
| Last Modified: | 04 Jul 2024 02:35 |
| URI: | http://repository.ulb.ac.id/id/eprint/835 |
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