Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Mobil Honda (Studi Kasus Pada PT. Nusantara Mobil Internasional Cabang Bekasi)
DOI:
https://doi.org/10.31334/jambis.v1i4.2142Keywords:
Product Quality, Price, Purchase DecisionAbstract
This study aims to determine the effect of product quality and price on purchasing decisions for Honda cars (Case study at PT. Nusantara Mobil International Bekasi branch). The research method used is a quantitave method. Data collecting technique used is in the form of questionnaires and literature. The population of this research is users/buyers of Honda cars at PT. Nusantara Mobil International Bekasi branch. The sampling technique in this study is non-probablity sampling with accidental sampling method. Samples are 85 samples. The data analysis used is multiple linear regression analysis using the help of IBM Statistics Software version 24. The results showed the effect of product quality had an influence on purchasing decisions for Honda cars by 40,5%. Meanwhile price has and effect of 48,4% on purchasing decisions for Hnda cars. The variables of product quality and price affecr the purchasing decision variable simultaneously with a value of 52%. Product quality and price have a significant effect on purchasing decisions for Honda cars at PT. Nusantara Mobil International Bekasi Branch.References
Daryanto. (2011). Sari Kuliah Manajemen Pemasaran. Bandung: PT. Sarana Tutorial Nurani Sejahtera.
Effendi, S., & Tukiran (2012). Metode Penelitian Survei. Edisi Revisi 2012. Jakarta: LP3ES
Gerung, Christy Jacklin, Jantje Sepang, and Sjendry Loindong. (2017) "Pengaruh Kualitas Produk, Harga dan Promosi Terhadap Keputusan Pembelian Mobil Nissan X-Trail Pada PT. Wahana Wirawan Manado." Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi 5.2 (2017).
Hasan, Iqbal. (2001). Pokok-Pokok Materi Statistik 1 (Statistik Deskriptif). Jakarta: PT. Bumi Aksara.
Kotler, Philip & Kevin L. Keller. (2012). Manajemen Pemasaran. Jilid 1. Edisi Ketiga belas. Jakarta: Erlangga.
Mursid, M. (2014). Manajemen Pemasaran. Jakarta: Bumi Aksara
Nayazri, Ghulam Muhammad. (2018). Rapor “Wholesales†Mobil di Januari-Juli 2018. https://otomotif.kompas.com/. Di akses 30 Maret 2020
Tjiptono, Fandy. (2008). Strategi Pemasaran. Edisi 3. Yogyakarta: ANDI
Sofyan, M., & Fantini, E. (2021). Magetan Regency MSME Strategy in The New Normal. INTERNATIONAL JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND SOCIAL SCIENCE (IJEMBIS), 1(1), 121–125. Retrieved from https://cvodis.com/ijembis/index.php/ijembis/article/view/14
Sofyan, M., Junaidi, A., & Rahmawati, N. F. (2021, June). Analisis Kualitas Layanan Dan Persepsi Harga Terhadap Keputusan Pembelian Jasa Ekspedisi PT. Kadiri Logistik Cargo. In SENMABIS: Conference Series (Vol. 1, No. 1, pp. 83-95). Diambil dari https://prosiding.senmabis.nusaputra.ac.id/article/view/31/14
Sugiyono. (2014). Metode Penelitian Kuantitatif, Kualitatif, dan Kombinasi. Bandung: Alfabeta
Swasta, Basu. (2002). Manajemen Penjualan. Yogyakarta: Liberty.
Waode Utari Nur Aisyah, Fahruddin Salim, & Mohammad Sofyan. (2019). The Influence of Service Quality and Price on the Interest of Commuterline KRL Passengers. Ilomata International Journal of Management, 1(1), 13-18. https://doi.org/10.52728/ijjm.v1i1.29
Walukow, Agnes Ligia Pratisitia, & Lisbeth Mananeke. (2014) "Pengaruh kualitas produk, harga, promosi dan lokasi terhadap keputusan Pembelian konsumen Di Bentenan Center Sonder Minahasa." Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi 2.3 (2014).
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Copyright Notice
Please find the rights and licenses in JAMBIS : Jurnal Administrasi Bisnis. By submitting the article/manuscript of the article, the author(s) agree with this policy. No specific document sign-off is required.
1.License
The non-commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
2.Author(s)' Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3.User Rights
JAMBIS : Jurnal Administrasi Bisnis, spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, JAMBIS : Jurnal Administrasi Bisnis permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and JAMBIS : Jurnal Administrasi Bisnis on distributing works in the journal and other media of publications.
4.Co-Authorship
If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. JAMBIS : Jurnal Administrasi Bisnis will not be held liable for anything that may arise due to the author(s) internal dispute. JAMBIS : Jurnal Administrasi Bisnis will only communicate with the corresponding author.
5.Miscellaneous
JAMBIS : Jurnal Administrasi Bisnis will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. JJAMBIS : Jurnal Administrasi Bisnis editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.
Every accepted manuscript should be accompanied by "Copyright Transfer Agreement" prior to the article publication.