AKHMAD, MUKHSIN HIDAYAT (2020) ANALISIS PENGARUH HARGA, PROMOSI, KUALITAS PRODUK DAN DESAIN TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA NMAX DI KOTA TEGAL (Studi Kasus Pada Konsumen Di Kota Tegal). SKRIPSI.
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Abstract
Consumers in making purchases on a product both in the form of goods and services really consider a variety of fundamental factors to meet needs. The purchase decision of a product by consumers can be influenced by various factors including price, promotion, product quality, and design. This study This study aims to determine the effect of price, promotion, product quality, and design partially and simultaneously on the decision to purchase a Yamaha Nmax motorcycle in Tegal City with a sample of 100 respondents. The sampling technique used is nonprobability sampling with the type of sampling that is insidential sampling. The analytical method used is descriptive analysis and quantitative analysis, the data were analyzed using multiple linear regression analysis with the help of (statistical) software package for social science (SPSS). The The results of this study indicate that the price, promotion, product quality, and design variables have a partial and simultaneous influence on purchasing decisions for Yamaha Nmax motorbikes in Tegal City. The results of multiple linear regression analysis obtained by the equation Y = 2.052 + 0.175 X1 + 0.206 X2 + 0.247 X3 + 0.211 X4 + µ. From the regression equation, it can be seen that the most dominant variable influencing the purchase decision is the price variable with a regression coefficient of 0.175. With the R2 (R Square) test the results obtained are 0.316 or 31.6% which means that the decision to purchase a Yamaha Nmax motorcycle in Tegal is influenced by price, promotion, product quality, and design variables, amounting to 31.6% and other factors influencing the decision of purchasing a Yamaha Nmax motorcycle in Tegal City was 68.4%. Keywords: Price, Promotion, Product Quality, Design, and Purchasing Decisions
| Item Type: | Article |
|---|---|
| Additional Information: | 161704009 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 18 Nov 2020 05:02 |
| Last Modified: | 18 Nov 2020 05:02 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/3037 |
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