PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MOTOR MATIC YAMAHA AEROX PADA DEALER YAMAHA SABANG RAYA MOTOR JAMBI (Studi Kasus Pada Penduduk Kota Jambi)

BOGIANI PRATIWI, 1900861201164 (2024) PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MOTOR MATIC YAMAHA AEROX PADA DEALER YAMAHA SABANG RAYA MOTOR JAMBI (Studi Kasus Pada Penduduk Kota Jambi). skripsi thesis, Universitas BATANGHARI Jambi.

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Abstract

Motorcycle industry companies in Indonesia are currently growing rapidly, coupled with increasingly sophisticated technological advances that require every company to continue to innovate in making motorbike products in order to survive amidst intense competition. In order to meet the increasingly diverse desires and needs of consumers, each company must be able to create something different so that the company can achieve competitive advantage. To answer the research objectives, the author uses theoretical studies related to research variables, namely Product Quality, Price and Purchasing Decisions. Apart from that, the author also looked for relevant previous research in the form of previous journals/articles and theses to support this research. This research uses analytical techniques using multiple linear regression and hypothesis testing using the f test and t test. The object used in this research is PT. Yamaha Indonesia Motor Manufacturing. In order to strengthen the company and expand its invasion, PT YIMM merged with several other companies in 1990. Among the companies collaborating with YIMM include PT. Yamaha Harapan, PT. Sakti Cipta Metal Sakti, PT. Adiasa IIC, and PT. Harapan Motor Sakti (PT. Karya Bakti). Like other large multinational companies. From the results of data processing, the regression equation Y = 0.677 - 0.524 + 0.208 + e. Meanwhile, from the hypothesis testing carried out, the results showed that product quality and price had a positive and significant effect on purchasing decisions. Apart from that, there is a positive and significant influence between product quality and price on purchasing decisions of 67.10% and the remaining 32.90% is influenced by other variables outside the research model. It is hoped that Yamaha as a motor vehicle manufacturer will further improve product quality in the Performance dimension because it has the lowest value among the other dimensions. In the Price variable, motor vehicle manufacturers are expected to increase the price competitiveness dimension, because price competitiveness has the lowest value compared to other dimensions. Keynot: Product Quality, Price, Purchasing Decisions

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