PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOTOR HONDA BEAT PADA PT. SINAR SENTOSA PRIMATAMA SUNGAI BAHAR MUARO JAMBI

ROBBY ANDRE INDERWAN, ROBBY ANDRE INDERWAN (2022) PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOTOR HONDA BEAT PADA PT. SINAR SENTOSA PRIMATAMA SUNGAI BAHAR MUARO JAMBI. skripsi thesis, Universitas Batanghari.

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Abstract

ABSTRACT Robby Andre Inderwan / 1700861201221 / Batanghari University / Marketing Management / The Effect of Price and Quality of Product on Purchase Decision Honda Beat motorcycle at the PT. Sinar Sentosa Primatama Sungai Bahar Muaro Jambi / 1 st Supervisor Hj. Susilawati, S.E., M.Si. / 2 Supervisor Riko Mappadeceng, S.E., M.M. This research is motivated by the purchase decision by consumer at PT. Sinar Sentosa Primatama Sungai Bahar Muaro Jambi for the Honda Beat motorcycle as a result of the price and quality of product that is provided by company. The study aims as follows : 1. To determine the Price, Quality of Product and Purchase Decision of Honda Beat motorcycle at the PT. Sinar Sentosa Primatama Sungai Bahar Muaro Jambi. 2. To determine the effect of Price and Quality of Product on Purchase Decision of Honda Beat motorcycle at the PT. Sinar Sentosa Primatama Sungai Bahar Muaro Jambi. This research method uses a quantitative approach. The technique used in this study is probability sampling with a simple random sampling approach with a total of 73 respondents. Meanwhile, the method of collecting data from the three variables uses a questionnaire compiled in the form of a Likert Scale. Data from the three variables were processed by multiple regression analysis technique with the help of SPSS 22 program. The tests carried out were the t-tests hypothesis and the coefficient of determination (R v 2 ). PT. Sinar Sentosa Primatama is a trading company that is managed by the Attan family. In 1971, PT. Sinar Sentosa Primatama achieved satisfactory results and received an offer from PT. Astra Honda Sales Operation to become the Main Dealer for Honda Motorcycles in Jambi Province. After serving the people of Jambi for 39 years, they have successfully launched the first Wing Main Dealer in Indonesia in 2016, with a high level of service level for Honda consumers. Based of the results of this study, it shows that the calculated t value of price variable is lower than the t table with a value of (1.422 < 1.984), thus H0 is accepted and H1 is rejected. The calculated t value of Product Quality variable is greater than the t table with a value of (3.740 > 1.994), thus H0 is rejected and H1 is accepted. The calculated f value of the price and quality of product variable is greater than the f table with a value of (35.275 > 3.128), thus H0 is rejected and H1 is accepted. The value of the coefficient of determination (R2) is 50,2 %, which mean that the contribution of the independent variable, namely the quality of price (X1) and quality of product (X2) affects the dependent variable of purchase decision (Y) by 50,2 %, while the remaining 49,8 % is influenced by other factors. So it can be concluded that the price and quality of product has a significant effect on purchase decision of Honda Beat motorcycle at the PT. Sinar Sentosa Primatama Sungai Bahar Muaro Jambi.

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