OKTAVIANA, NUR (2024) PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DENGAN PROMOSI SEBAGAI VARIABEL MODERASI. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to test and analyze and prove how the influence of Service Quality and price on purchasing decisions with Promotion as a moderating variable. The analysis method used in this research is quantitative method with descriptive approach. This study uses a data collection method based on a questionnaire with 90 respondents and library studies. The sampling technique used the Accidental sampling method for Vario motorcycle consumers in Serang City. The data used in this study are primer data. The data analysis method used is Structural Equation Modeling (SEM) with the analysis tool SmartPLS 4.0. This study has the results that: 1) Service Quality (X1) has a positive and significant effect on purchasing decisions (Y), 2) Price (X2) has a positive but insignificant effect on purchasing decisions (Y), 3) Promotion (X3) has a positive and significant effect on purchasing decisions (Y), 4) Promotion (X3) moderates Service Quality significantly on purchasing decisions (Y), 5) Promotion (X3) moderates prices significantly on purchasing decisions (Y).
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menguji dan menganalisis serta membuktikan bagai mana pernanan pengaruh Kualitas Pelayanan dan harga terhadap keputusan pembelian dengan Promosi sebagai variabel moderating. Metode analisis yang digunakan dalam penelitian ini adalah metode kuantitatif dengan pendekataan deskriptif. Penelitian ini menggunakan metode pengumpulan data berdasarakan kuesioner dengan 90 respondendan studi keperpustakaaan. Teknik pengambilan sampel menggunakan metode Accidental sampling pada konsumen sepeda motor Vario di Kota Serang. Data yang digunakan dalam penelitian ini adalah data primer Metode analisis data yang digunakan yaitu Structural Equation Modelling (SEM) dengan alat analisisnya SmartPLS 4.0. Penelitian ini memiliki hasil bahwa: 1) Kualitas Pelayanan (X1) berpengaruh positif dan signifikan terhadap keputusan pembelian (Y), 2) Harga (X2) berpengaruh positif namun tidak signifikan terhadap keputusan pembelian (Y), 3) Promosi (X3) berpengaruh positif dan signifikan terhadap keputusan pembelian (Y), 4) Promosi (X3) memoderasi Kualitas Pelayanan secara signifikan terhadap keputusan pembelian (Y), 5) Promosi (X3) memoderasi harga secara signifikan terhadap keputusan pembelian (Y). | |||||||||
| Uncontrolled Keywords: | Service quality, price, promotion, purchasing decisions. Kualitas Pelayanan, harga, promosi, keputusan pembelian. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Oktaviana Nur | |||||||||
| Date Deposited: | 26 Jul 2024 14:14 | |||||||||
| Last Modified: | 12 Aug 2024 15:02 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/39587 |
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