ANALISIS FAKTOR – FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA (STUDI PADA DEALER YAMAHA PT. UTAMA MEGAH SENTOSA BERSAUDARA)
Abstract: Transportation needs
of motorcycles in Indonesia is increasing from year to year. And this is an
opportunity for companies that offer motorcycle products to increase sales
figures in various ways. This study aims to determine the effect of service
quality product innovation, customer value and competitive pricing on
purchasing decisions Yamaha brand motorcycles in the city Banjarbaru (a case
study on consumer Yamaha Dealer "PT UTAMA MEGAH SENTOSA BERSAUDARA" )
This study uses five variables: service quality, product innovation ,
customer value, competitive price and purchasing decisions. This research
hypothesis testing using the data of 100 respondents. The analysis technique
used in this research is to use a software program Statistical Package for
Social Science (SPSS) 22.
The result of this study indicate that variable service quality and
product innovation positively affect to customer value. Then, costumer value
and competitive price are positively affect to purchase decision.
Keywords: Service quality,
Product Innovation, Customer Value, Competitive Pricing , Purchase Decision
Penulis: Yohanes Lorens
Situmorang, Augusty Tae Ferdinand
Kode Jurnal: jpmanajemendd170809
