ANALISIS PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN SCOOTER CLASSIC (Studi Kasus UMKM Scootereast Jakarta)

Axel P.P Tambunan, . (2022) ANALISIS PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN SCOOTER CLASSIC (Studi Kasus UMKM Scootereast Jakarta). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The type of study by the researcher is a quantitative research that objectives to determine the effect of product quality, price, sales promotion on purchasing decisions. This research uses a sample of 75 respondents from the population, namely people who want or have made purchases at MSME Scootereast Jakarta. The sampling technique used was non-probability sampling using purposive sampling method. The data collection carried out in this study used an online questionnaire using Google Form which was then distributed through the Line, WhatsApp, Instagram, and Telegram applications. This research uses PLS (Partial Least Square) analysis technique with SmartPLS 3.0 application. The results obtained from this study are: (1) Product Quality variable has no significant effect on purchasing decisions, with a path coefficient value of -0.032. (2) Price variable has a positive and significant effect on purchasing decisions, with a path coefficient value of 0.660. (3) Sales Promotion variable has a positive and significant effect on purchasing decisions, with a path coefficient value of 0.310. From the results of the study, it is better for Scootereast Jakarta to pay attention to pricing their products, as well as take advantage of the procurement of sales promotions, both of which are to improve purchasing decisions for classic scooters at Scootereast Jakarta.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1810111167] [Pembimbing: Dienni Ruhjatini Sholihah] [Penguji 1: Diana Triwardhani] [Penguji 2: Lina Ariyani]
Uncontrolled Keywords: Product Quality, Price, Sales Promotion, Purchase Decision, Scooter Classic
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Axel Petrus Pagarsombaon Tambunan
Date Deposited: 08 Jun 2022 06:01
Last Modified: 08 Jun 2022 06:01
URI: http://repository.upnvj.ac.id/id/eprint/17791

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