Analisis Pengaruh Kualitas Produk, Harga dan Promosi Terhadap Keputusan Pembelian Mobil Honda BRV di Dealer Honda Abadi Cibiru dengan Metode Analitical Hierarchy Process dan Statistik

ANALYSIS OF HONDA BR-V CAR PURCHASE DECISIONS AT HONDA ABADI CIBIRU DEALERS

Authors

  • Rahmi Rismayani Deri Universitas Islam Nusantara
  • Rafika Ratik Srimurni Universitas Islam Nusantara
  • Ega Triyandi Permana Universitas Islam Nusantara

DOI:

https://doi.org/10.26874/jt.vol20no1.396

Keywords:

quality, price, promotion, AHP, decision

Abstract

The Honda Abadi Cibiru Car Dealer was unable to achieve the sales target of the Honda BRV. This causes various problems at the dealer. Therefore, research needs to be done to overcome it. This research aims to determine the effect of product quality, price and promotion on purchasing decisions statistically analysis (F-test and t-test). The methods used are AHP and statistics. Based on the AHP data processing of the five alternatives that have a big influence on the decision to purchase a Honda BRV car are price and promotion. Based on the results of respondents to product quality, price, promotion, and purchasing decisions are high. Simultaneously the results of the F test state that the variables of product quality, price and promotion have an effect on purchasing decisions. The results of the partial test (T test), the quality of the product does not have a real influence on purchasing decisions. The price variable has a real influence on the Purchase Decision. The promotion variable has an influence on purchasing decisions. For further researchers to add other variables that can affect purchasing decisions.

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Author Biographies

Rafika Ratik Srimurni, Universitas Islam Nusantara

Jurusan Teknik Industri

Ega Triyandi Permana, Universitas Islam Nusantara

Jurusan Teknik Industri

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Published

2021-07-22