PENGARUH IKLAN, PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELI MOTOR HONDA ABSOLUTE REVO DI SURABAYA
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
HIKMAHSARI, NUR RO'UL
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2017-12-11 02:42:43
Abstract :
THIS STUDY ATTEMPTS TO ANALYZE THE INFLUENCE OF ADVERTISING, PERCIEVED PRICE AND PRODUCT QUALITY ONPURCHASE DECISION HONDA MOTORCYCLE ABSOLUTE REVO IN SURABAYA. RESEARCH SAMPLE AREAS ARE THE PEOPLE LIVE IN SURABAYA WHO HAVE AND USE HONDA MOTORCYCLE ABSOLUTE REVO WITH AGE AT LEAST 20 YEAR AND IT HAS BEEN INCOME. THIS RESEARCH IS A CASUAL BECAUSE IT TEST THE INFLUENCE OF THREE INDEPENDENT VARIABLES (ADVERTISING, PERCIEVED PRICE AND PRODUCT QUALITY) TOWARDS ONE DEPENDENT VARIABLE(PURCHASE DECISION) AND USING QUESTIONNAIRE. THE ANALYSIS TECHNIQUE USED IS MULTI-REGRESSION-ANALYSIS BEFORE BEING STATISTICALLY TESTED, THE DATA (100 RESPONDENTS) IS TESTED USING SOME ASSUMPTION CLASICALY NORMALITY, MULTIKOLENIARITAS AND AUTOCORRELATION. THE INSTRUMENT WAS TESTED AND SHOWED THAT THE INDICATORS WERE VALID AND RELIABEL. THE RESULT OF THIS RESEARCH IS THAT ADVERTISEMENT SIGNIFICANTLY INFLUENCE THE PURCHASE OF HONDA MOTORCYCLE ABSOLUTE REVO, PERCIEVED PRICE DOESN'T INFLUENCE THE PURCHASE OF HONDA MOTORCYCLE ABSOLUTE REVO, WHILE PRODUCT QUALITY SIGNIFICANTLY INFLUENCE THE PURCHASE OF HONDA MOTORCYCLE ABSOLUTE REVO. THE SIMULTANEOUS ANALYSIS OF THE THREE INDEPENDENT VARIABLES ALSO SHOW THAT THEY SIGNIFICANTLY INFLUENCE THE PURCHASE DECISION OF HONDA MOTORCYCLE ABSOLUTE REVO. THE MANAGEMENT OF PT. ASTRA HONDA MOTOR SHOULD MAINTAIN ABSOLUTE REVO HONDA-SERVING IN MEDIA ADVERTISING AND PRODUCT QUALITY DUE TO ADVERTISING AND QUALITY GREATLY AFFECTS THE PURCHASING DECISIONS OF CONSUMERS. KEYWORD:ADVERTISING,PERCEIVED PRICE,PRODUCT QUALITY AND PURCHASE DECISIONS
THIS STUDY ATTEMPTS TO ANALYZE THE INFLUENCE OF ADVERTISING, PERCIEVED PRICE AND PRODUCT QUALITY ONPURCHASE DECISION HONDA MOTORCYCLE ABSOLUTE REVO IN SURABAYA. RESEARCH SAMPLE AREAS ARE THE PEOPLE LIVE IN SURABAYA WHO HAVE AND USE HONDA MOTORCYCLE ABSOLUTE REVO WITH AGE AT LEAST 20 YEAR AND IT HAS BEEN INCOME. THIS RESEARCH IS A CASUAL BECAUSE IT TEST THE INFLUENCE OF THREE INDEPENDENT VARIABLES (ADVERTISING, PERCIEVED PRICE AND PRODUCT QUALITY) TOWARDS ONE DEPENDENT VARIABLE(PURCHASE DECISION) AND USING QUESTIONNAIRE. THE ANALYSIS TECHNIQUE USED IS MULTI-REGRESSION-ANALYSIS BEFORE BEING STATISTICALLY TESTED, THE DATA (100 RESPONDENTS) IS TESTED USING SOME ASSUMPTION CLASICALY NORMALITY, MULTIKOLENIARITAS AND AUTOCORRELATION. THE INSTRUMENT WAS TESTED AND SHOWED THAT THE INDICATORS WERE VALID AND RELIABEL. THE RESULT OF THIS RESEARCH IS THAT ADVERTISEMENT SIGNIFICANTLY INFLUENCE THE PURCHASE OF HONDA MOTORCYCLE ABSOLUTE REVO, PERCIEVED PRICE DOESN'T INFLUENCE THE PURCHASE OF HONDA MOTORCYCLE ABSOLUTE REVO, WHILE PRODUCT QUALITY SIGNIFICANTLY INFLUENCE THE PURCHASE OF HONDA MOTORCYCLE ABSOLUTE REVO. THE SIMULTANEOUS ANALYSIS OF THE THREE INDEPENDENT VARIABLES ALSO SHOW THAT THEY SIGNIFICANTLY INFLUENCE THE PURCHASE DECISION OF HONDA MOTORCYCLE ABSOLUTE REVO. THE MANAGEMENT OF PT. ASTRA HONDA MOTOR SHOULD MAINTAIN ABSOLUTE REVO HONDA-SERVING IN MEDIA ADVERTISING AND PRODUCT QUALITY DUE TO ADVERTISING AND QUALITY GREATLY AFFECTS THE PURCHASING DECISIONS OF CONSUMERS. KEYWORD:ADVERTISING,PERCEIVED PRICE,PRODUCT QUALITY AND PURCHASE DECISIONS
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