PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (SURVEI TERHADAP PENGGUNA OLI FASTRON DAN PENGGUNA OLI TOP 1)
Daftar Isi:
- ABSTRACT Muhammad Fadlan, 2014: The Impact of Product Quality, Perceived Price, and Promotion to Purchase Decision (Survey Towards Fastron Oil Users and Top 1 Oil Users). Mini-thesis, Jakarta: Marketing Management, Management, Faculty of Ecomonomics, Universitas Negeri Jakarta. Advisory: Dr. Mohamad Rizan, SE, MM. & Agung Kresnamurti RP. MM. The purpose of this research are to know the description of product quality, perceived price, promotion, and consumer decision making of Fastron oil and Top 1 oil users. Also doing test empirically towards product quality, perceived price, promotion in order to influence consumer decision making of Fastron oil users and Top 1 oil users. This research using descriptive and quantitative methods. Population in this research are vehicle users who using Fastron as oil for their car and vehicle users who using Top 1 as oil for their car. Also on the outcome later made a comparison with the results obtained from a sample of the Top 1 oil users to figure out the effect on the objects which are larger. Total of the sample is 100 Fastron oil users, and 100 Top 1 oil users. The result of t test shows that there’s significant influences from product quality toward consumer decision making of Fastron oil users and Top 1 oil users with sig. is (0.000)< 0.05, perceived price also have significant influence toward consumer decision making with sig. (0.000) < 0.05, promotion also have significant influence toward consumer decision making with sig. (0.000) < 0.05. the result of F test shows there’s significant influence from product quality, perceived price, and promotion toward consumer decision making with sig. (0.000). The result of the coefficient determination shows: 1.) the variable product quality can explain variable consumer decision making at (Fastron: 43.8%; Top 1: 21.9%); 2.)the variable perceived price can explain variable consumer decision making at (Fastron: 21.4%; Top 1: 12.5%); 3.)the variable promotion can explain variable consumer decision making at (Fastron: 35.1%; Top 1: 16.2%); 4.)the variable product quality, perceived price, and promotion can explain consumer decision making at (Fastron: 51.9%; Top 1: 29.2%). Keywords: product quality, perceived price, promotion, comsumer decision making