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Pengaruh Harga, Kualitas Produk dan Promosi Terhadap Keputusan Pembelian Mobil Merek Toyota Sienta di PT. Nasmoco Gombel Semarang

*Putri Arista Widyasmoro  -  universitas diponegoro, Indonesia
Sri Suryoko  -  Universitas Diponegoro, Indonesia

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Abstract: Specifically this study discusses the sale of Toyota Sienta brand cars at PT. Nasmoco Gombel Semarang in 2016 - 2019 continues to decline. Research to determine the effect of price (X1), product quality (X2), and promotion (X3) on purchasing decisions (Y) of Toyota Sienta cars at PT. Nasmoco Gombel Semarang. This type of research is explanatory research. The sample in this study were buyers and users of Toyota Sienta cars at PT. Nasmoco Gombel Semarang with a total sample of 51 respondents. The sampling technique uses simple random sampling. The researcher sent a link containing the questionnaire through the whatsapp application and data relating to PT. Nasmoco Gombel Semarang was obtained from management via e-mail. Data analysis methods used were validity, reliability, correlation, determination coefficient, simple regression, multiple regression, t test and F test using SPSS version 23. The results showed that the price variable has a significant influence on the purchase decision of Toyota Sienta cars. The product quality variable has a significant influence on the purchase decision of Toyota Sienta, and the promotion variable also has a significant influence on the purchase decision of Toyota Sienta. Variable price, product quality and promotion have a joint influence on purchasing decisions.

 Keywords: Price; Product Quality; Promotion; Purchase Decision

 

Abstrak: Secara khusus penelitian ini membahas mengenai Penjualan mobil merek Toyota Sienta di PT. Nasmoco Gombel Semarang tahun 2016 – 2019 terus mengalami penurunan. Penelitian untuk mengetahui pengaruh harga (X1), kualitas produk (X2),  dan promosi (X3) terhadap keputusan pembelian (Y) mobil Toyota Sienta di PT. Nasmoco Gombel Semarang. Tipe penelitian ini adalah explanatory research. Sampel dalam penelitian ini yaitu pembeli sekaligus pengguna mobil Toyota Sienta di PT. Nasmoco Gombel Semarang dengan jumlah sampel 51 responden.. Teknik pengambilan sampel menggunakan simple random sampling. Peneliti mengirimkan link yang berisi kuesioner melalui aplikasi whatsapp dan data yang berkaitan dengan PT. Nasmoco Gombel Semarang diperoleh dari pihak manajemen melalui e-mail.Metode analisis data yang digunakan yaitu uji validitas, realibilitas, korelasi, koefisien determinasi, regresi sederhana, regresi berganda, uji t dan uji F dengan menggunakan aplikasi SPSS versi 23. Hasil penelitian menunjukan bahwa variabel harga memiliki pengaruh yang signifikan terhadap keputusan pembelian mobil Toyota Sienta. Variabel kualitas produk memiliki pengaruh signifikan terhadap keputusan pembelian mobil Toyota Sienta dan variabel promosi juga memiliki pengaruh signifikan terhadap keputusan pembelian mobil Toyota. Variabel harga, kualitas produk dan promosi memiliki pengaruh secara bersama-sama terhadap keputusan.

 

Kata kunci: Harga; Kualitas Produk; Promosi; Keputusan Pembelian

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Keywords: Price; Product Quality; Promotion; Purchase Decision

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