PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (SURVEI TERHADAP PENGGUNA OLI FASTRON DAN PENGGUNA OLI TOP 1)

FADLAN, MUHAMMAD (2014) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (SURVEI TERHADAP PENGGUNA OLI FASTRON DAN PENGGUNA OLI TOP 1). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Muhammad Fadlan, 2014: The Impact of Product Quality, Perceived Price, and Promotion to Purchase Decision (Survey Towards Fastron Oil Users and Top 1 Oil Users). Mini-thesis, Jakarta: Marketing Management, Management, Faculty of Ecomonomics, Universitas Negeri Jakarta. Advisory: Dr. Mohamad Rizan, SE, MM. & Agung Kresnamurti RP. MM. The purpose of this research are to know the description of product quality, perceived price, promotion, and consumer decision making of Fastron oil and Top 1 oil users. Also doing test empirically towards product quality, perceived price, promotion in order to influence consumer decision making of Fastron oil users and Top 1 oil users. This research using descriptive and quantitative methods. Population in this research are vehicle users who using Fastron as oil for their car and vehicle users who using Top 1 as oil for their car. Also on the outcome later made a comparison with the results obtained from a sample of the Top 1 oil users to figure out the effect on the objects which are larger. Total of the sample is 100 Fastron oil users, and 100 Top 1 oil users. The result of t test shows that there’s significant influences from product quality toward consumer decision making of Fastron oil users and Top 1 oil users with sig. is (0.000)< 0.05, perceived price also have significant influence toward consumer decision making with sig. (0.000) < 0.05, promotion also have significant influence toward consumer decision making with sig. (0.000) < 0.05. the result of F test shows there’s significant influence from product quality, perceived price, and promotion toward consumer decision making with sig. (0.000). The result of the coefficient determination shows: 1.) the variable product quality can explain variable consumer decision making at (Fastron: 43.8%; Top 1: 21.9%); 2.)the variable perceived price can explain variable consumer decision making at (Fastron: 21.4%; Top 1: 12.5%); 3.)the variable promotion can explain variable consumer decision making at (Fastron: 35.1%; Top 1: 16.2%); 4.)the variable product quality, perceived price, and promotion can explain consumer decision making at (Fastron: 51.9%; Top 1: 29.2%). Keywords: product quality, perceived price, promotion, comsumer decision making

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