PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP PROSES KEPUTUSAN PEMBELIAN
(Studi Kasus Pembelian Mobil Fortuner Di Dealer Tunas Toyota Jatinegara)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Sutriono, Sutriono
Subject
Manajemen Pemasaran
Datestamp
2021-12-09 07:55:27
Abstract :
ABSTRAK Penelitian ini bertujuan untuk menguji apakah pengaruh kualitas produk, harga, dan promosi terhadap proses keputusan pembelian mobil Fortuner di Dealer Tunas Toyota Jatinegara. Penelitian ini menggunakan metode survei, dengan menggunakan kuesioner sebagai alat pengumpulan datanya. Populasi sasaran dalam penelitian adalah pembeli mobil Fortuner di Dealer Tunas Toyota Jatinegara, jumlah sampel yang digunakan dalam penelitian ini sebanyak 100 responden dengan tekniks sensus. Alat analisis yang digunakan adalah SPSS. Hasil penelitian membuktikan bahwa kualitas produk berpengaruh terhadap proses keputusan pembelian mobil Fortuner dengan kontribusi sebesar 41,2%, harga berpengaruh terhadap proses keputusan pembelian mobil Fortuner, dengan kontribusi sebesar 40,7% ; promosi berpengaruh terhadap proses keputusan pembelian mobil Fortuner, dengan kontribusi sebesar 16,7% ; serta secara berganda terdapat pengaruh kualitas produk, harga dan promosi terhadap proses keputusan pembelian mobil Fortuner di Dealer Tunas Toyota Jatinegara, dengan kontribusi 83,8%, sisanya 16,2% merupakan pengaruh variabel lainnya yang tidak dimasukkan ke dalam model penelitian ini. Secara umum disimpulkan bahwa terdapat pengaruh kualitas produk, harga, dan promosi terhadap proses keputusan pembelian mobil Fortuner di Dealer Tunas Toyota Jatinegara. Kata kunci : Kualitas Produk, Harga, Promosi, Proses Keputusan Pembelian ABSTRACT This study aims to examine whether the effect of product quality, price, and promotion on the purchase decision process of the Fortuner car at the Dealer Tunas Toyota Jatinegara. This study uses a survey method, using a questionnaire as a data collection tool. The target population in this study is the buyer of Fortuner cars at Dealer Tunas Toyota Jatinegara, the number of samples used in this study were 100 respondents with census techniques. The analytical tool used is SPSS. The results of the research prove that the quality of the product influences the decision-making process for the purchase of the Fortuner car with a contribution of 41.2%, the price influences the buying decision process for the Fortuner car, with a contribution of 40.7%; promotion influences the decision making process for the purchase of the Fortuner car, with a contribution of 16.7%; and there are multiple effects of product quality, price and promotion on the purchase decision process of the Fortuner car at the Dealer Tunas Toyota Jatinegara, with a contribution of 83.8%, the remaining 16.2% is the influence of other variables not included in this research model In genera it was concluded that there was an effect of product quality, price, and promotion on purchase decisions process a Fortuner car at the Dealer Tunas Toyota Jatinegara. Keywords: Product Quality, Price, Promotion, Purchase Decision process
ABSTRAK Penelitian ini bertujuan untuk menguji apakah pengaruh kualitas produk, harga, dan promosi terhadap proses keputusan pembelian mobil Fortuner di Dealer Tunas Toyota Jatinegara. Penelitian ini menggunakan metode survei, dengan menggunakan kuesioner sebagai alat pengumpulan datanya. Populasi sasaran dalam penelitian adalah pembeli mobil Fortuner di Dealer Tunas Toyota Jatinegara, jumlah sampel yang digunakan dalam penelitian ini sebanyak 100 responden dengan tekniks sensus. Alat analisis yang digunakan adalah SPSS. Hasil penelitian membuktikan bahwa kualitas produk berpengaruh terhadap proses keputusan pembelian mobil Fortuner dengan kontribusi sebesar 41,2%, harga berpengaruh terhadap proses keputusan pembelian mobil Fortuner, dengan kontribusi sebesar 40,7% ; promosi berpengaruh terhadap proses keputusan pembelian mobil Fortuner, dengan kontribusi sebesar 16,7% ; serta secara berganda terdapat pengaruh kualitas produk, harga dan promosi terhadap proses keputusan pembelian mobil Fortuner di Dealer Tunas Toyota Jatinegara, dengan kontribusi 83,8%, sisanya 16,2% merupakan pengaruh variabel lainnya yang tidak dimasukkan ke dalam model penelitian ini. Secara umum disimpulkan bahwa terdapat pengaruh kualitas produk, harga, dan promosi terhadap proses keputusan pembelian mobil Fortuner di Dealer Tunas Toyota Jatinegara. Kata kunci : Kualitas Produk, Harga, Promosi, Proses Keputusan Pembelian ABSTRACT This study aims to examine whether the effect of product quality, price, and promotion on the purchase decision process of the Fortuner car at the Dealer Tunas Toyota Jatinegara. This study uses a survey method, using a questionnaire as a data collection tool. The target population in this study is the buyer of Fortuner cars at Dealer Tunas Toyota Jatinegara, the number of samples used in this study were 100 respondents with census techniques. The analytical tool used is SPSS. The results of the research prove that the quality of the product influences the decision-making process for the purchase of the Fortuner car with a contribution of 41.2%, the price influences the buying decision process for the Fortuner car, with a contribution of 40.7%; promotion influences the decision making process for the purchase of the Fortuner car, with a contribution of 16.7%; and there are multiple effects of product quality, price and promotion on the purchase decision process of the Fortuner car at the Dealer Tunas Toyota Jatinegara, with a contribution of 83.8%, the remaining 16.2% is the influence of other variables not included in this research model In genera it was concluded that there was an effect of product quality, price, and promotion on purchase decisions process a Fortuner car at the Dealer Tunas Toyota Jatinegara. Keywords: Product Quality, Price, Promotion, Purchase Decision process
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