PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA VARIO PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

SAFIRA, NADYA (2019) PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA VARIO PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

Nadya Safira. 8135152373. The Influence of Quality product and Price on the Decision of Purchasing Honda Vario Motorcycles at Students of the Faculty of Economics, Jakarta State University: Business Education Study Program, Faculty of Economics, Jakarta State University This study aims to determine whether there is an influence of product quality on purchasing decisions of Honda Vario motorcycle. Is there a price effect on Honda Vario motorcycle purchasing decisions and is there an effect of product quality and price on Honda Vario motorcycle purchasing decisions on students of faculty of the Economic of Jakarta State University. This research was conducted for six months starting from February 2019 until July 2019. The research used a survey method with multiple regression estimation. The populations in this study were 137 students of the Faculty of Economics, Jakarta State University. The sample used in this study was 107 students who used Honda Vario motorcycles using purposive sampling techniques. Y variable data (Purchase Decision), X1 (Product Quality) and X2 (Price) are primary data taken through questionnaires to the respondents. The data analysis technique used is the requirements analysis test consisting of normality test and linearity test, multiple linear regression test, hypothesis test consisting of F test and t test. Based on the results of the data analysis, it can be seen that two independent variables namely product quality and price were have positive and significant influence on purchasing decisions seen from Fcalculate 10,537> Ftable 3.08. Then partially product quality variable has thitung 3.927> ttable 1.659 and variable price tcount 2.406> t table 1.659 which states significance (tcount> ttable), it means that each independent variable namely product quality and price also has a significant positive influence on purchasing decisions. Based on the test of the coefficient of determination obtained R2 value of 0.168, means the influence of the independent variable product quality and price on the dependent variable purchasing decision of 16.8%. Keywords: Product Quality, Price, Purchase Decision

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