TA DIGITAL
Analisis pengaruh kualitas, harga dan merek terhadap keputusan pembelian sepeda motor Suzuki Nex pada PT. Indosunmotor Gemilang Semarang (Suzuki Pusat) untuk wilayah Semarang Barat
This research aimed to idevitify the influence of the quality, price and brand on purchase interest of Suzuki NEX at PT Indosunmotor Gemilang Semarang (Suzuki Pusat),especially in the area west of Semarang either partially and simultaneously. Analysis tools used in this research are quantitative analysis (validity and reliability), multiple regression analysis, t-test, F and coefficient of determination.
Data obtained through interviews and questionnaires. The population in this research is that consumers of PT Indosunmotor Gemilang Semarang (Suzuki Pusat) already doing decision purchase or it for purchase Suzuki NEX. The sample of this research were 60 respondents. Determination of the sample using a convenience sampling technique with criteria respondents are consumers of PT Indosunmotor Gemilang Semarang (Suzuki Pusat) who was doing purchase for Suzuki NEX
The results of multiple linier regression analysis,was Y= 0,67+0,317X1+0,418X2+0,223X3. This means that the variable product quality, price and brand had positive effect on purchasing decisions. Variable price (X2) is a variable that has a dominant influence on purchasing decisions. While the hypothesis test was obtained t value stated significant results for all variables and the hypothesis was accepted. Results of multiple regression analysis also showed the value of determination coefficient of 0.502, which means the variable product quality, price and brand affected buying interest at 50.1%, while 49.9% was influenced by other variables that were not observed in this study. Based on this,it is expected to improve strategies in Semarang PT Indosunmotor Gemilang.
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