EFEK MODERASI KEPUASAN KONSUMEN PADA PENGARUH HARGA DAN KUALITAS TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA
ABSTRACT: The purpose of this
research was to examine the significance of the influence of price and quality
on customer satisfaction with the purchasing decision as a moderating variable.
The population in this research is that consumers who buy Honda motorcycles at Dealer Timbul
Jaya Motors Sukoharjo
in December 2011, considering the
population of many
consumers, it is
50 sample taken consumers
by using accidental
quota sampling. Data analysis techniques used multiple linear
regression analysis, t test, F
test, testing the
absolute value of
the difference and
the coefficient of determination. The result of t test indicate that
price, quality, customer satisfaction have significantly effect to purchase decision. F
test results obtained
p value 0,000
< 0,05 is
indicate that the model is fit. Test of the absolute values of the
difference I obtained ABSZX1_ZX3 0,238
> 0,05, adjusted
R square is
0,410. This means that
if there is
an influence on the purchase
decision variables at 41,0%
can be explained
by the price
and customer satisfaction. Test
of the absolute
values of the
difference II obtained ABSZX2_ZX3
0,126 > 0,05, adjusted R square II is 0,473. This means
that if there
is an influence
on the purchase
decision variables at 47,3%
can be explained
by quality and
customer satisfaction. The conclusion
of this research
is that customer satisfaction did not moderate the
effect of price and quality of the purchase decision.
Keywords: price, quality,
customer satisfaction, purchase decision
Penulis: Maria Kristina Dewi, Marjam
Desma Rahadhini
Kode Jurnal: jpmanajemendd130450
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