SKRIPSI MBS

Pengaruh Harga, Promosi, Kualitas Produk Terhadap Keputusan Pembelian ( Studi Kasus Sepeda Motor Honda Matic )

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ABSTRACT

The purpose of this study was to determine the effect of price, promotion, and product
quality on purchasing decisions. With a case study on consumers of Honda Matic motorcycles
in Surakarta.
This study uses a type of research with quantitative research. This research uses primary
and secondary data. The sample used in this study were 100 respondents. The sampling
technique used by the researcher in conducting this research is the random sampling method.
Data collection techniques were carried out using a questionnaire. While the data analysis
techniques used are instrument test, classical assumption test, model determination test,
multiple linear regression analysis and t test using SPSS for windows version 23 application.
The results of the study prove that the three independent variables, namely price,
promotion and product quality have a positive and significant influence on the dependent
variable, namely the decision to purchase Honda matic motorcycles. Multiple regression test
results show that all independent variables (price, promotion and product quality) have a
positive effect on purchasing decisions. The biggest positive influence on purchasing decisions
for Honda motorcycles in the Surakarta community is the promotion variable with a coefficient
of 0.413, then followed by the product quality variable with a coefficient of 0.271, while the
variable that has the lowest effect is the price variable with a coefficient of 0.165,

Keywords: Price, Promotion, Product Quality and Purchase Decision

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 MAL p 22

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2022

Deskripsi Fisik

21 cm, 116 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Malikul Fajri

Versi lain/terkait

Lampiran Berkas

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