Pengaruh Persepsi Harga, Persepsi Kualitas dan Promosi Terhadap Keputusan Pembelian Kawasaki Ninja 250

Mochamad Reza, Imroatul Khasanah

Abstract

The problem that occurs is a decrease in market share over the past four years and a decline in sales of Kawasaki Ninja 250 motorcycles indicates a decrease in the results of the decision to purchase a Kawasaki Ninja 250 motorcycle. The purpose of this study is to analyze the effect of price perceptions, quality perceptions and promotions on Kawasaki Ninja purchasing decisions 250. The population selected in this study were all Diponegoro University students. The number of samples used in this study were 73 Diponegoro University students who were still active and had purchased Kawasaki Ninja 250 motorcycles. The sampling technique in this study was the purposive sampling method. Data collection method is to use a questionnaire. The data analysis method used is multiple linear regression. Based on research, price perceptions, quality perceptions and promotions have a positive effect on purchasing decisions of the Kawasaki Ninja 250. Variations in employee performance can be explained by independent variables namely price perception, quality perception and promotion by 62.7%

Keywords

price perception, quality perception, promotion, purchasing decisions

References

Aditya & Samsuri. (2016). Pengaruh Perubahan Desain, Pengembangan Teknologi, dan Performa Motor terhadap Tingkat Kepuasan Pengguna Motorsport Kawasaki Ninja 250 di Kota Bogor. Jurnal Visionida Vol 2 No 1.

Cahyani, K.I., & Sutrasmawati, E.R. (2016). Pengaruh Brand Awareness Dan Brand Image Terhadap Keputusan Pembelian. Management Analysis Journal Vol 5 No 4.

Fatmawati, N. & Soliha, E. (2017). Kualitas Produk, Citra Merek Dan Persepsi Harga Terhadap Proses Keputusan Pembelian Konsumen Sepeda Motor Matic “Honda”. Jurnal Manajemen Teori dan Terapan Vol 10 No. 1.

Ferdinan, C.E. & Nugraheni, R. (2013). Analisis Pengaruh Persepsi Harga, Persepsi Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Sepeda Motor Suzuki (Studi Pada Pembeli – Pengguna Sepeda Motor Suzuki di Kota Solo). Diponegoro Journal of Management Vol. 2 No. 2.

Ghozali, I. (2011). . Aplikasi Analisis Multivariate dengan Program IBM SPSS 19. Semarang: BP Universitas Diponegoro.

Kotler, P., & Armstrong, G. (2014). Prinsip-Prinsip Pemasaran (12th ed.). Jakarta: Erlangga.

Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran. Jakarta: Erlangga.

Pahlevi, A.S & Sutopo (2017). Analisis Pengaruh Persepsi Harga, Promosi, Desain Produk, Dan Kualitas Produk Terhadap Keputusan Pembelian Sepeda Motor Matic (Studi Pada Yamaha Mataram Sakti Semarang). Diponegoro Journal of Management Vol. 6 No. 1.

Poluakan, W.S., Tewal, B., Tawas, H. (2017). Analisis Pengaruh Persepsi Harga, Produk, Promosi, Dan Tempat Terhadap Keputusan Pembelian Sepeda Motor Yamaha Vixion (Studi Kasus Pada Konsumen Pengguna Di Amurang). Jur5nal EMBA Vol 5 No 2.

Razi, F.F. & Rifai, A. (2015). Pengaruh Atribut Produk Kawasaki Ninja 150 R terhadap Minat Beli Konsumen CV Dwi Eka Sakti Pekanbaru. Jurnal Valuta Vol 1 No 2.

Schiffman, L. & Kanuk, L.L. (2010). Perilaku Konsumen. Jakarta: PT Indeks.

Sugiyono. (2013). Metode Penelitian Pendidikan. Bandung: Alfabeta.

Suharyati & Febri, A. (2013). Analisis Perceptual Mapping terhadap Produk Sepeda Motor Sport. Bina Widya Vol. 24 No. 3.

Syaleh, H. (2017). Pengaruh Kualitas Produk, Harga, Promosi Dan Tempat Pendistribusian Terhadap Keputusan Pembelian Sepeda Motor Yamaha Pada CV. Tjahaja Baru Bukittinggi. Journal of Economic, Business and Accounting (COSTING) Vol. 1, No 1.

Tjiptono, F. (2015). Manajemen Jasa. Andi: Yogyakarta.

Yulianto, B. (2013). Pengaruh Produk, Harga, promosi, Layanan terhadap Keputusan Konsumen Membeli Sepeda Motor Kawasaki. Jurnal Ilmu dan Riset Manajemen Vol 1 No 1.