Aftizal, Izhar (2022) SKRIPSI: Pengaruh Harga, Kualitas Produk, dan Promosi terhadap Keputusan Pembelian Sepeda Motor Honda Vario pada PT Tunas Dwipa Matra Kelapa Kabupaten Bangka Barat Kota Pangkal Pinang. Masters thesis, STIM YKPN Yogyakarta.
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Abstract
This study aims to analyze: (1) the effect of price on purchasing decisions for Honda Vario motorcycles at Tunas Honda TDM Kelapa, (2) the effect of product quality on purchasing decisions for Vario motorcycles at Tunas Honda TDM Kelapa, and (3) the influence of promotions on decision making. purchase of a Vario motorcycle at Tunas Honda TDM Kelapa. This research includes research with a quantitative approach. The population of this study is the people of Bangka Belitung, Pangkal Pinang city who bought a Honda Vario. The sampling technique used purposive sampling obtained a sample of 100 people. Data were collected by using a questionnaire that had been tested for validity and reliability. The data analysis technique used is multiple regression. The results of the study at a significance level of 5% indicate that: (1) price has a positive and significant effect on purchasing decisions. This is evidenced by the positive regression coefficient value of 0.497 and the significance value of 0.000 <0.05; (2) product quality has a positive and significant effect on purchasing decisions. This is evidenced by the positive regression coefficient value of 0.305 and a significance value of 0.000 <0.05; and (3) promotion has a positive and significant effect on purchasing decisions. This is evidenced by the positive regression coefficient of 0.342 and the significance value of 0.000 <0.05.
| Item Type: | Thesis (Masters) |
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| Subjects: | H Social Sciences > HC1 Economic Theory H Social Sciences > HF Commerce |
| Divisions: | STIM YKPN Yogyakarta > Manajemen |
| Depositing User: | Subhan Harish Munawar |
| Date Deposited: | 05 Dec 2022 02:10 |
| Last Modified: | 05 Dec 2022 02:10 |
| URI: | http://repository.stimykpn.ac.id/id/eprint/390 |
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