TA DIGITAL
Persepsi Kualiats Pelayanan terhadap Keputusan Pembelian Pada Dealer Honda (Studi Kasus Pada Konsumen Dealer Sepeda Motor Honda Di Wilayah Kecamatan Banyumanik Semarang)
Competition in motorcycle business is increasing if viewed from market today, one of the best ways for achieving excellent sales than the other is to give the service of excellence based on consumer’s need and want. In determining the services strategy, the company should aim at consumer’s satisfaction by focusing on component of services quality.
The purpose of this research is to find out how perception of service quality influences to Honda Motorcycle’s purchasing decision. The population of this research is Honda’s Consumers around Banyumanik, Semarang.
Analysis method used in this research was multiple regression analysis. Data collection method used is by interview, literature studies, and questionnaire.
The result analysis is Y = - 7.539 + 0.162X1 + 0.294X2 + 0.252X3 + 0.138X4
+ 0.240X5 + e, which means that constant value of – 7.539, if service quality variable (consist of tangibilities, reliability, responsiveness, assurance, and empathy) is 0, so the purchasing decision is -7.539
According to sign test calculation, assurance variable doesn’t influence significantly toward purchasing decision (viewed from sign test, 0.161 > 0.05). F test shows the result F 98.900 > F table of 2.32 which means that service quality variable influences significantly toward purchasing decision.
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