TA DIGITAL
Pengaruh kualitas produk dan harga terhadap keputusan pembelian produk Yamaha Mio pada PT Yamaha Mataram Sakti cabang Banyumanik Semarang
Competition at the business field nowadays has become tighter and tigher and,therefore, leads the business practitioners to really compete in taking the marketshare. The condition influences the company involved in selling motorcycle to focuson two important factors: price and product quality. The reasonable price and goodproduct quality will effect the purchasing decision.
This research objective was to find out whether the price and product qualitycould effect the purchasing decision, by firstly knowing the consumers’ response onthe price and product quality of Yamaha Mio selling at PT Yamaha Mataram Sakti Banyumanik Semarang Branch.
The data were analyzed using double regression and significance test as itsanalytical tools. In collecting data, the writer applied interviews, questioner andlibrary studies. The writer interviewed the head of PT Yamaha Mataram Sakti Banyumanik Semarang Branch, distributed the questioner to the customers ofYamaha Mio product at PT Yamaha Mataram Sakti Banyumanik Semarang Branch.
With the significance test, the writer compared value with alpha condition: Ifsig value was smaller than alpha, Ho was rejected and Ha was accepted. If sig valuewas higher than alpha, Ho was accepted and Ha was rejected. The result showed thatstatistical value F sig with was alpha (5%), value Fsig was 0.000 < 0.005 so Ho wasrejected and Ha was accepted.
Based on the data above, value sig of product quality and price had theinfluence on purchasing’s decision. It was mainly because the value sig of product quality was smaller than alpha ( 0.036 < 0.005) and value sig of price was smallerthan alpha (0.012 < 0.05).
It was recommended that PT Yamaha Mataram Sakti Banyumanik SemarangBranch would maintain the products’ quality, lower the operational cost andredesign the fuel to be less costly, so that they would get cheaper price of Yamahamotor cycles.
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