Pengaruh kualitas produk dan harga serta iklan terhadap keputusan pembelian sepeda motor honda beat

Abstract

Penelitian ini bertujuan untuk menguji pengaruh (1) kualitas produk, Harga dan Iklan terhadap keputusan pembelian, (2) kualitas produk terhadap keputusan pembelian, (3) harga terhadap keputusan pembelian dan (4) iklan terhadap keputusan pembelian. Desain penelitian yang digunakan dalam penelitian ini adalah kuantitatif kausal. Subjek penelitian ini adalah konsumen yang membeli sepeda motor Honda Beat pada PT. Astra International Office Sangsit dan objeknya adalah kualitas produk, harga, iklan dan keputusan pembelian. Pengamblian sampel menggunakan metode purposive sampling sebanyak 150 responden. Metode pengumpulan data menggunakan kuesioner dan pencatatan dokumen, yang dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa (1) kualitas produk, harga dan iklan berpengaruh positif dan signifikan terhadap keputusan pembelian, (2) kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, (3) harga berpengaruh positif dan signifikan terhadap keputusan pembelian dan (4) iklan berpengaruh positif dan signifikan terhadap keputusan pembelian.
Kata Kunci : harga, iklan, keputusan pembelian dan kualitas produk

This study aims to examine the effect of (1) product quality, price and advertising on purchasing decisions, (2) product quality on purchasing decisions, (3) price on purchasing decisions and (4) advertising on purchasing decisions. The research design used is a causal quantitative. The subjects of this study were consumers who bought Honda Beat motorcycles at PT.Astra International Office Sangsit and its objects are product quality, price, advertising and purchasing decisions. Sampling by using purposive sampling method as many as 150 respondents. Methods of data collection using questionnaires and document recording, which were analyzed using multiple linear regression. The results showed that (1) product quality, price and advertising had a positive and significant effect on purchasing decisions, (2) product quality has a positive and significant effect on purchasing decisions, (3) price has a positive and significant effect on purchasing decisions and (4) advertising has a positive and significant effect on purchasing decisions.
keyword : price, advertisement, purchasing decision and product quality