Kualitas Produk dan Harga terhadap Keputusan Pembelian Mobil Xpander
Abstract
The purpose of this study was to determine whether product quality and price affect the Xpander Car purchase decision at the Mitsubishi Beta Berlian Manado Dealer. This type of research is quantitative data and uses purposive sampling technique for sampling so that 30 consumers are taken from the Mitsubishi Beta Berlian Manado Dealer. This study uses multiple linear regression analysis which is a method that aims to measure the effect value of two independent variables on one dependent variable or to prove whether or not there is a relationship between two independent variables on one dependent variable. The results of the research obtained show that the hypothesized product quality and price jointly influence purchasing decisions.References
Daryanto. (2011). Manajemen Pemasaran: Sari Kuliah. Bandung: Satu Nusa.
Kotler, P Dan Amstrong, G. (2003). Dasar-Dasar Pemasaran, Jilid 1, Edisi Kesembilan, Penerbit PT. Indeks Gramedia, Jakarta.
Kotler, P., Keller, K. (2008). Manajemen Pemasaran Jilid Satu Edisi Keduabelas Cetakan Ketiga. Jakarta: PT. Indeks.
Kotler, P dan Amstrong, G. (2012). Prinsip-Prinsip Pemasaran. Edisi 13. Jilid 1. Jakarta: Erlangga
Nugroho, J. Setiadi, SE., MM. (2008). Perilaku Konsumen: konsep danimplikasi untuk strategi dan penelitian pemasaran. Edisi pertama. Kencana. Jakarta
Swastha, Basu dan Irawan. (2008). Manajemen Pemasaran Modern. Cetakan Ketiga belas. Yogyakarta: Liberty Yogyakarta.
Swastha, Basu. (2009). Manajemen Penjualan. Penerbit BPPE, Yogyakarta.
Sugiyono. (2010). Statistika Untuk Penelitian. Bandung: Alfabeta.