Keputusan Pembelian Yamaha Vixion (Studi Kasus Pada Jakarta Timur dan Jakarta Selatan)

Lioni Nurmalia Safitri, Diana Triwardhani, Rosali Sembiring

Abstract


This study aims to determine the effect of product quality, price and promotion as an independent variable, then the purchase decision as the dependent variable. The population in this study were Yamaha Vixion users in East Jakarta and South Jakarta. The sample size was taken by 75 respondents using non probability sampling method with purposive sampling method. Data collection was carried out through Google form, the analysis technique uses the Partial Least Square method. Based on the results of data processing with Partial Least Square has the result that product quality influence the purchasing decisions. Price does not influence the purchase decision. Promotion does not influence the purchasing decisions.

 


Keywords


Product Quality; Price; Promotion.

Full Text:

PDF

References


Abdullah, T., & Tantri, F. (2012). Manajemen Pemasaran. PT Raja Grafindo Persada.

Achidah, N., Hasiolan, L. B., & Warso, M. M. (2016). Pengaruh Promosi, Harga, Dan Desain Terhadap Keputusan Pembelian Sepeda Motor Mio GT. Journal Of Management, 2(2).

ADWoy, M., Mandey, S., & Djurwaty, S. (2014). Kualitas Produk, Strategi Harga, Promosi Pengaruhnya Terhadap Keputusan Pembelian Motor Honda Pada PT Nusantara Surya Sakti Manado.

Ali, F. (2014). Penelitian Manajemen. Universitas Diponegoro.

Devy, S., & Anisa, N. (2019). Influence of Price and Promotion of The Purchase desicion Motorcycles at Rotella Persada Mandiri.

Dr. Sudaryono. (2016). Manajemen Pemasaran. ANDI.

Ferdinand, T. dan. (2014). Analyzing the Influence of Price and Product Quality on Buying Decision. Jurnal EMBA, 2(3), 1255–1263.

Feriyanto, A. S., & Shyta, E. S. (2015). No Title. MEDIATERA.

Ghozali, I. (2016). Aplikasi Analisis Multivariate dengan Program SPSS (8th ed.). Badan Penerbit Universitas Diponegoro.

Ghozali, Imam. (2013). Aplikasi Analisis Multivariate Dengan Program IBM SPSS. Badan Penerbit Universitas Diponegoro.

Ghozali, Imam. (2015). Partial Least Square : Konsep, Teknik dan Aplikasi. Universitas Diponegoro.

Hasan, A. S. M. (2013). Marketing dan Kasus-kasus Pilihan. PT. BUKU SERU.

Hasan, M. (2016). The Influence Of Product Variation , Price And Promotions On Consumer Decisions In Buying Mitsubishi Cars In Surakarta. Journal of Chemical Information and Modeling, 53(9), 1689–1699.

Ir. Wijayanti, Titik, M. (2017). Marketing Plan dalam Bisnis. PT Elex Media Coputindo.

Jaiz, M. (2014). Dasar-dasar Periklanan. Graha Ilmu.

Kotler, P., & Armstrong, G. (2018). Principles of Marketing. Pearson Education.

Malau, H. P. D. (2017). Manajemen Pemasaran. ALFABETA.

Noor, J. (2014). Metodologi Penelitian. Kencana.

Nur, I., Simarmata, P., & Husniati, R. (2020). Analisi Keputusan Pembelian Sepeda Motor Honda Beat di Kelurahan Sukmajaya.

Oentoro, Deliyanti. SE, M. (2012). Manajemen Pemasaran Modern. Laksbang PRESSindo.

PROF. DR. H. Alma, B. (n.d.). Manajemen Pemasaran dan Pemasaran Jasa. LAFABETA.

Putro, C. H., & Nurmahdi, A. (2020). Analysis of Purchase Decision and its Impacts towards Honda Beat Motorcycle’s Customer Satisfaction Viewed through Product Quality and Price Perception Variables at Tangerang City Area. International Journal of Innovative Science and Research Technology, 5(6), 1222–1229. https://doi.org/10.38124/ijisrt20jun1012

Rahmanullah, E. S., & Nurjanah, S. (2018). Influence of product quality, price and supporting infrasturcture to perceived value and interest in buying of electric motorcycle. MATEC Web of Conferences, 215(2018). https://doi.org/10.1051/matecconf/201821502006

Sangadji, E., & Sopiah. (2013). Perilaku Konsumen.

September, V. N., Devy, S., Anisa, N., & Sinulingga, B. (2019). Influence of Price and Promotion Of The Purchase Decision Motorcycles at Rotella Persada Mandiri Journal of Management Science ( JMAS ). 1(3), 13–18.

Setyaningrum, A., Udaya, Y., & Efendy. (2015). Prinsip-prinsip Pemasaran. ANDI.

Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.

Sugiyono, P. D. (2014). Metode Penelitian Manajemen. ALFABETA.

Sugiyono, P. D. (2015). Metode Penelitian Manajemen. ALFABETA.

Sumarauw, J., Soegoto, A., & Tampi, D. (2016). Pengaruh Kualitas Produk, Harga, Dan Daya Tarik Iklan Terhadap Keputusan Pembelian Sepeda Motor Honda Scoopy Pada Pt. Daya Adicipta Wisesa. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 4(1), 990–999.

Sumarwan, U. (2011). Perilaku Konsumen : Teori dan Penerapannya dalam pemasaran. Ghalia Indonesia.

Sutopo, Y., & Slamet, A. (2017). Statistika Inferensial. ANDI.

Syaleh, H. (2017). Pengaruh Kualitas Produk, Harga, Promosi dan Tempat Pendistibusian Terhadap Keputusan Pembelian Sepeda Motor Yamaha Pada Perusahaan Tjahaja Baru Bukittinggi. Journal of Economic, Bussines and Accounting (COSTING), 1(1), 68–82. https://doi.org/10.31539/costing.v1i1.16

Tjiptono, F. (2016). Pemasaran Jasa.

Tjiptono, Fandy. (2012). Service Management : Mewujudkan Layanan Prima. CV ANDI OFFSET.

Zhahir, B. (2018). Pengaruh Kualitas Produk Dan Iklan Terhadap Keputusan


Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Konferensi Riset Nasional Manajemen Akuntansi dan Ekonomi

Diterbitkan oleh: 

Fakultas Ekonomi dan Bisnis, Universitas Pembangunan Nasional Veteran Jakarta

Jl. RS Fatmawati No. 1, Pondok Labu, Jakarta Selatan, Indonesia 12450

Prosiding BIEMA is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.