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Pengaruh Desain, Kualitas, dan Harga Produk terhadap Keputusan Pembelian Mobil Isuzu Panther di Surabaya

Quddus, Haibnul (2021) Pengaruh Desain, Kualitas, dan Harga Produk terhadap Keputusan Pembelian Mobil Isuzu Panther di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

The purpose of this study was to examine the effect of Product Design, Product Quality, and Price on Purchasing Decisions for Isuzu Panther cars in Surabaya. This study uses primary data collected from respondents aged between 19-50 years who have bought an Isuzu Panther cars in Surabaya. Respondents were given an online questionnaire in the form of a google form. From the respondent's response, 100 data were taken. The data analysis technique used is Partial Least Square Structural Equation Modeling (PLS-SEM) with the SmartPLS 3.0 statistical application. The results of this study explain that: 1) Product design has a significant positive effect on purchasing decisions. 2) Product Quality has no significant positive effect on Purchasing Decisions. 3) Price has a significant positive effect on Purchasing Decisions. This result implies that to attract customer interest, companies must develop more unique and attractive product designs and also provide more affordable prices in order to be more competitive with other companies.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: HAIBNUL QUDDUS
Date Deposited: 11 May 2021 06:27
Last Modified: 11 May 2021 06:27
URI: http://eprints.perbanas.ac.id/id/eprint/7681

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