ANALISIS PENGARUH PERSEPSI HARGA, KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR SUZUKI DI KOTA SEMARANG
Abstract: This research is
motivated by motorcycle sales, which more and more, that there is in the city
of Semarang with many popping latest motorcycle that declined in 2015. Suzuki
Motorcycle Sales decreased in 2015. In addition Motorcycles Suzuki has
competitors like brand Yamaha, Honda, and Kawasaki. The purpose of this study
was to determine the effect of price perception, Quality Products and Quality
Service to Purchase Decision Suzuki Motorcycles in Semarang City.In this study
were collected through a questionnaire distributed in the city of Semarang
obtained by the method of non-probability samples and purposive sampling.
Analysis of data obtained both qualitatively and quantitatively. Mechanical
test data used in this study include testing instrument (Validity, reliability
test, test heterokedastisitas), regression analysis, Test Goodness of fit,
coefficient of determination (R2), Feasibility Model (Test F), Test of Effect
Causality (t test). Data - data that has met the validity, reliability, and
classical assumption processed with SPSS for Windows 20, resulting in a
regression equation as follows:
Y = 0.240 X1 + 0.589 X2 + 0.376 X3
Where hypothesis testing using t test shows that the third independent
variable is the price (X1), product quality (X2), and quality of service (X3)
significant positive effect on the purchase decision (Y).
Keywords: price perception,
product quality, service quality, purchasing decisions
Penulis: Bagus Yudo Septyawan,
Rizal Hari Magnadi
Kode Jurnal: jpmanajemendd170854
