PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP MINAT BELI SEPEDA MOTOR KAWASAKI

Penulis

  • Ahmad Fauzan STIE Muhammadiyah Jakarta
  • Abdul Rohman STIE Muhammadiyah Jakarta

DOI:

https://doi.org/10.37932/j.e.v9i2.56

Kata Kunci:

Price, Product Quality, Purchase Interest

Abstrak

This study aims to determine the effect of prices on buying interest of Kawasaki motorcycles, and the effect of product quality on buying interest of Kawasaki motorbikes at STIE Muhammadiyah Jakarta students. The population in this study were students at STIE Muhammadiyah Jakarta. The sampling technique uses purposive sampling, so that the number of samples is 96 people. Data collection techniques using questionnaires, data analysis techniques used are validity and reliability. Data were analyzed using classic assumption test techniques, multiple linear regression analysis, F test, t test, and coefficient of determination. The results of this study indicate that there is a positive and significant effect between prices on buying interest. This is evidenced by the results of the statistical test of the t test for the price obtained t value of 3.597 with a significant value of 0.001 smaller than 0.05 (0.001 <0.05), and the regression coefficient has a positive value of 0.629 and there is a positive influence between quality product towards buying interest. This is evidenced by the results of the t test statistical test for the price obtained t value of 2.054 with a significant value of 0.043 smaller than 0.05 (0.043 <0.05), and the regression coefficient has a positive value of 0.339.

Referensi

Annafik, Faikar Aldaan. (2012). “Analisis Pengaruh Kualitas Produk, Harga, dan Daya Tarik Iklan terhadap Minat Beli Sepeda Motor Yamaha (Studi kasus pada konsumen Yamaha SS Cabang Kedungmundu Semarang)”. Diponogoro Journal Of Management. Vol. 1, No. 2. hal 2-8.

Gerung, Christy Jacklin., Jantje Sepang., Sjendry Loindong. “Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Mobil Nissan X-Trail Pada Pt. Wahana Wirawan Manado”. Jurnal EMBA. Vol.5, No.2. hal. 2221 – 2229.

Joel, Greg., James D.D Massie., Jantje L. Sepang. (2014). “Pengaruh Motivasi, Persepsi Harga, Dan Kualitas Produk terhadap Minat Beli Konsumen Sepeda Motor Matic Merek Yamaha Mio Di Kota Manado”. Jurnal EMBA Vol.2, No.3. hal 1463-1472.

Jumiati dan Emilia. (2017). “Pengaruh Harga Terhadap Keputusan Konsumen Membeli Rumah Tipe 36 Padacv. Perdana Laju Mandiri Di Guntung Manggis Kota Banjarbaru”. Jurnal Scientific. Vol. 1, No. 1. hal 1-20.

Kotler, Philip dan Gary Armstrong (2018). Principles of Marketing, 17 th Edition. Pearson Education. UK.

Kotler, Philip dan Kevin Lane Keller. (2018). Manajemen Pemasaran. Edisi 13. Jilid 2. Erlangga. Jakarta.

Maghfiroh, As’alul., Zainul Arifin., Sunarti. (2016). “Pengaruh Citra MErek Terhadap Minat Beli Dan Keputusan Pembelian (Survie Pada Mahasiswa Program Studi Administrasi Bisnis Tahun Angkatan 2013/2014 Fakultas Ilmu Administrasi Universitas Brawijaya Malang Pembeli Indosat Ooredoo)”. Jurnal Administrasi Bisnis (JAB). Vol. 40, No. 1. hal 132 - 140.

Meiliani, Nita. (2015). “Analisis Pengaruh Daya Tarik Desain Produk, Daya Tarik Promosi, Dan Persepsi Kualitas Terhadap Citra Merek Serta Dampaknya Terhadap Minat Pembelian Konsumen (Studi Kasus pada Calon Konsumen Honda Beat Pop di Dealer Nusantara Sakti Purwokerto)”. Diponegoro Journal Of Management. Vol. 5, No. 1. hal 111.

Pramono, Rian. (2012). “Analisis Pengaruh Hargakompetitif, Desain Produk, Dan Layanan Purna Jual Terhadap Minat Beli Konsumen Sepeda Motor Yamaha (Studi Kasus Pada Mayarakat Kota Semarang)”. Skripsi. Program Studi Ekonomi dan Bisnis. Program Sarjana. Universitas Diponogoro. Semarang.

Rachma, Anindya Andanawari. (2014). “Pengaruh Harga, Lokasi, dan Kualitas Produk Terhadap Keputusan Pembelian”. Skripsi. Program Studi Ekonomi dan Bisnis. Program Sarjana. Universitas Diponegoro. Semarang.

Sulistyari, Ikanita Novirina, dan Yoestini. (2012). “Analisis pengaruh Citra Merek, kualiatas produk, dan Harga Terhadap Minat Beli Produk Oriflame”. Diponegoro Journal Of Management. Vol. 1, No. 1. hal 1 - 17.

Suroso, Meiria Sari. (2012). “Analisis Pengaruh Kualitas Produk Terhadap Minat Beli Handphone Nokia Di Sidoarjo”. Skripsi. Program Studi Ekonomi. Program Sarjana. Universitas Pembangunan Nasional Veteran. Jawa Timur.

Tjiptono, Fandy. (2008). Strategi Pemasaran. CV. Andi Offset . Yogyakarta.

Darda, Ahmad dan Budiman Abdulah (2018). “Pengaruh Harga, Kualitas Pelayanan, Dan Promosi Terhadap Minat Masyarakat Bersekolah di Smam Wanaraja”. Jurnal EKOBIS: Ekonomi Bisnis & Manajemen. Volume 8 Nomor 1.

Wati, L.N. (2018). Metodologi Penelitian Terapan, Aplikasi SPSS, EVIEWS, Smart PLS, dan AMOS. Edisi 2. Percetakan Pustaka AMRI: Jakarta

##submission.downloads##

Diterbitkan

2020-03-05

Cara Mengutip

Fauzan, A., & Rohman, A. (2020). PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP MINAT BELI SEPEDA MOTOR KAWASAKI. Jurnal Ekobis : Ekonomi Bisnis &Amp; Manajemen, 9(2), 104–113. https://doi.org/10.37932/j.e.v9i2.56

Terbitan

Vol 9 No 2 (2019): Jurnal Ekobis: Ekonomi Bisnis dan Manajemen

Bagian

Articles

Lisensi

Copyright Notice

Copyright

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgment of initial publication in this journal.

Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges and earlier and greater citation of published work (See The Effect of Open Access).

License

You are free to:

  • Adapt — remix, transform, and build upon the material
  • for any purpose, even commercially.

Under the following terms:

  • Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.

  • ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.

  • No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.

           

Jurnal Ekobis: Ekonomi Bisnis & Majemen is licenced under Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0).

Privacy Statement

The names and email addresses entered in this journal site will be used exclusively for the stated purposes of this journal and will not be made available for any other purpose or to any other party.