PENGARUH KUALITAS PRODUK DAN DESAIN TERHADAP KEPUTUSAN PEMBELIAN KENDARAAN BERMOTOR HONDA CRF PADA PT. SINAR SENTOSA JAMBI (STUDI KASUS DI KOTA JAMBI)

Ali Afri, Ali Afri (2021) PENGARUH KUALITAS PRODUK DAN DESAIN TERHADAP KEPUTUSAN PEMBELIAN KENDARAAN BERMOTOR HONDA CRF PADA PT. SINAR SENTOSA JAMBI (STUDI KASUS DI KOTA JAMBI). skripsi thesis, UNIVERSITAS BATANGHARI.

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Abstract

ALI AFRI / 1700861201231 / THE INFLUENCE OF PRODUCT QUALITY AND DESIGN ON PURCHASING DECISIONS ON HONDA CRF MOTOR VEHICLES AT PT. SINAR SENTOSA JAMBI (CASE STUDY OF JAMBI CITY) / 1ST ADVISOR \ M. Alhudhori S.E M.M / 2ND ADVISOR OF Pupu Sopini , S.E. M.M purpose the researcher chose product quality and design on the decision to purchase a Honda CRF motor vehicle at PT. SINAR SENTOSA JAMBI (CASE STUDY OF JAMBI CITY) because it has progressed quickly and precisely, this study aims to determine the effect of product quality and design on purchasing decisions on Honda CRF motor vehicles in Jambi City. methodology used is a quantitative method. The data used are secondary data and primary data. the population in this study were consumers of PT. SINAR SENTOSA who are consumers of CRF motor users with a sample of 81 people. multiple regression analysis, correlation test, coefficient of determination, T test and F test. The object of this research is consumers who have purchased a Honda CRF motor vehicle. PT.SINAR SENTOSA JAMBI is engaged in vehicles where the advantage of having official workshops in between provinces and regions, the availability of motorbikes is very attractive to consumers to buy, coupled with fuel economy. The product quality variable with an average score of 343.87 is included in the high criteria, the product design variable has an average score of 365.73 including the very high criteria, the purchase decision variable is 362.3 including the very high criteria. constant value is 0.472. variable product quality regression value of 0.611. product design variable is 0.184. the correlation coefficient value is 0.592. the coefficient of determination (R2) is 0.711.t . ( 0.000 < 0.05). Conclusions and suggestions in this study is the implementation of product quality to consumers who have purchased a Honda CRF motor vehicle. product quality has a positive and significant effect on purchasing decisions for Honda CRF motor vehicles. it is hoped that PT. SINAR SENTOSA JAMBI will improve quality and design, in order to attract consumers to purchase Honda CRF motor vehicles

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