ANALISIS PENGARUH PERSEPSI HARGA, PROMOSI, DESAIN PRODUK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR MATIC (Studi Pada Yamaha Mataram Sakti Semarang)
Abstract: The background of
the research is the increasing number of matic motorcycle in Indonesia with the
own unique features and characteristic. This phenomeon is related to
incresing demand of
practical vehicle that
can cater’s needs
of high mobility.
This research aims to analyze price perception (X1), promotion (X2),
product design (X3), and product qualit (X4) upon purchasing decision (Y) of
matic motorcycle in Yamaha Mataram Sakti Semarang.
Population used in this research is consumer bought used mtorcycle in
Yamaha Mataram Sakti Motor
Semarang. Total sample
used is 100 respondents.
Sampling tehcnique used on this research is purposive sampling. Data
used is gathered questionaire, analysis used in this research is multiple
regression.
The result is, Y = 0,202X1 +
0,212X2 + 0,245X3 + 0,368X4. Independent
variable which is very
influential concerning to dependent
variable is quality product
(0,368) followed by product design variable (0,245), promotion
(0,212), and the last is price
perception variable (0,202). The result
prove that all of independent variables (price perception, promotion, product
design, product quality) have positive influence toward dependent variables
that is purchasing decision.
Keywords: Price Perception,
Promotion, Product Design, Product Quality, and Purchasing Decision
Penulis: Anzaruddin Septian
Pahlevi, Sutopo
Kode Jurnal: jpmanajemendd170873
