Fernando, Borriz (2015) PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA : Survei Pada Pemilik Kendaraan Sepeda Motor Yamaha di Kampus UPI. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini dilatarbelakangi oleh perkembangan industri otomotif roda dua di Indonesia yang begitu pesat, sehingga perusahaan harus dapat menentukan strategi pemasaran yang tepat agar usahanya dapat bertahan dan memenangi persaingan. Penelitian ini bertujuan untuk Mendeskripsikan tentang kualitas produk sepeda motor Yamaha menurut tanggapan pemilik kendaraan sepeda motor Yamaha di kampus UPI. Mendeskripsikan tentang keputusan pembelian sepeda motor Yamaha menurut tanggapan pemilik kendaraan sepeda motor Yamaha di kampus UPI. Mendeskripsikan tentang pengaruh kualitas produk terhadap keputusan pembelian sepeda motor Yamaha menurut tanggapan pemilik kendaraan sepeda motor Yamaha di kampus UPI. Jenis penelitian yang digunakan adalah penelitian deskriptif dan verifikatif. Teknik pengambilan sampel yang digunakan adalah accidental sampling. Populasi penelitian ini adalah pemilik kendaraan sepeda motor Yamaha di kampus UPI yang berjumlah 8000. Dengan menggunakan rumus slovin diperoleh jumlah sampel sebanyak 100 pengendara/pemilik kendaraan sepeda motor Yamaha. Teknik analisis data menggunakan koefisien korelasi pearson product moment, dan analisis regresi linier sederhana. Hasil pengolahan data kuesioner menunjukkan bahwa, kualitas produk dan keputusan pembelian pada kategori tinggi. Hasil perhitungan regresi sederhana di dapat persamaan Y = 4.534 + 0.904 X, dengan R-square sebesar 70,1%, yang berarti bahwa besarnya pengaruh kualitas produk terhadap keputusan pembelian adalah sebesar 70.1%, sedangkan sisanya 29.1% dipengaruhi oleh faktor-faktor atau variabel lain diluar variabel yang diteliti seperti harga, purna jual, dan lain-lain yang dapat mempengaruhi keputusan pembelian. Kata Kunci : Kualitas Produk, Keputusan Pembelian The background of this research is based on the development of motorcycle industry is getting more in Indonesia, so the company has to decide marketing strategy appropriately in order to be able to defend and win the competition. The objective of this research is to describe the opinion of the owners of Yamaha motocycle at UPI regarding the product quality and decision to purchase Yamaha motorcycle. This research also describe the effect of product quality towards the purchasing decision of Yamaha motorcycle based on the opinion of owners of yamaha motorcycle at UPI. This research uses the descriptive and verificative approach. The sample of this research is 100 owners of Yamaha motorcycle at UPI, Which is chosen using accidental sampling method. The analysis technic uses simple linear regression analysis. The result of questionnaire analysis shows that the product quality and the purchasing decision are very high. The equation model is Y = 4.534 + 0.904X, with R-square 71.1%, which means that the effect of product quality toward the purchasing decision is 71.1%, while the rest 29.9% is affected by other variables, such as warranty service, price and etc that are able to influence purchasing decision. Keyword: Product Quality, Purchasing Decision.
| Item Type: | Thesis (S1) |
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| Additional Information: | No. Panggil : S PEM FER p-2015; Pembimbing : I. Mokh Adib Sultan |
| Uncontrolled Keywords: | Kualitas Produk, Keputusan Pembelian |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Mrs. Neni Sumarni |
| Date Deposited: | 05 Dec 2016 03:17 |
| Last Modified: | 05 Dec 2016 03:17 |
| URI: | http://repository.upi.edu/id/eprint/22546 |
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