PENGARUH DESAIN PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MOTOR YAMAHA NMAX (Survei Pada Konsumen Fortuna Motor Tasikmalaya)

Authors

  • Roby Abdul Wahab Universitas Perjuangan Tasikmalaya
  • Budhi Wahyu Fitriadi Universitas Perjuangan Tasikmalaya
  • Suci Putri Lestari Universitas Perjuangan Tasikmalaya

DOI:

https://doi.org/10.36423/jumper.v2i1.649

Keywords:

Kualitas Produk, Harga, Minat Beli dan Keputusan Pembelian

Abstract

Abstract

 

This study was conducted to determine the effect of Product Design and Price on Purchasing Decisions of Yamaha NMax Motorbikes at Fortuna Motor Tasikmalaya. This research uses quantitative descriptive methods. The sampling technique used in this study is the nonprobability sampling technique by purposive sampling. Primary data sources were obtained from distributing questionnaires.

The results showed the Product Design, Price and Purchasing Decisions of the Yamaha NMax in the Fortuna Motor Tasikmalaya as a whole were in the good category. Product design and price simultaneously have a significant effect on the decision to buy a Yamaha NMAX at Fortuna Motor Tasikmalaya. Product design partially has a significant effect on the Purchase Decision of Yamaha NMAX at Fortuna Motor Tasikmalaya. The price partially has a significant effect on the decision to purchase a Yamaha NMAX at Fortuna Motor Tasikmalaya.

 

Keywords :Product Design, Price and purchase decisions

 

Abstrak

 

Penelitian ini dilakukan untuk mengetahui besar pengaruh Desain Produk dan Harga terhadap Keputusan Pembelian Motor Yamaha NMax di Fortuna Motor Tasikmalaya. Penelitian ini menggunakan metode deskriptif kuantitatif. Teknik sampling yang digunakan dalam penelitian ini adalah teknik nonprobability sampling dengan cara purposive sampling. Sumber data primer diperoleh dari penyebaran kuesioner.

Hasil penelitian menunjukkan Desain Produk, Harga dan Keputusan Pembelian Motor Yamaha NMax di Fortuna Motor Tasikmalaya secara keseluruhan dalam kategori baik. Desain Produk dan Harga secara simultan berpengaruh signifikan terhadap Keputusan Pembelian Motor Yamaha NMAX di Fortuna Motor Tasikmalaya. Desain Produk secara parsial berpengaruh signifikan terhadap Keputusan Pembelian Motor Yamaha NMAX di Fortuna Motor Tasikmalaya. Harga secara parsial berpengaruh signifikan terhadap Keputusan Pembelian Motor Yamaha NMAX di Fortuna Motor Tasikmalaya.

 

Kata Kunci : Desain Produk, Harga dan Keputusan Pembelian

References

Daryanto, (2011). Sari Kuliah Manajemen Pemasaran dan Pemasaran Jasa, Bandung: PT sarana Tutorial Nurani Sejahtera.

Djatmiko, T., Pradana, R. 2015. Brand image and product price; its impact for Samsung smartphone purchasing decision. Prcedia – Social and Behavioral Sciences, 219, 221-227.

Kotler Armstrong. 2012. Marketing. edisi 13. Jakarta: Erlangga.

Kotler, Philip and Kevin Lane Keller. 2012. Marketing Management 13. New Jersey: Pearson Prentice Hall, Inc.

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Published

2020-08-08

Issue

Vol. 2 No. 1 (2020): Jurnal Ekonomi Perjuangan (JUMPER)

Section

Articles

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