Pengaruh Kualitas Produk dan Promosi terhadap Keputusan Pembelian Honda Beat di Kecamatan Semarang Utara
Abstract
Saat ini sepeda motor matic banyak dijadikan moda transportasi utama oleh masyarakat. Dua faktor utama yang biasanya mempengaruhi keputusan pembelian: kualitas produk dan promosi yang dianalisis dalam penelitian ini. Rumusan penelitian ini adalah apakah terdapat terdapat pengaruh kualitas produk dan promosi terhadap keputusan pembelian Honda Beat. Sebagai penelitian kuantitatif, metode survei dilakukan dengan menggunakan kuesioner. Teknik pengambilan sampel dengan purposive sampling. Populasi yang digunakan dalam penelitian ini adalah pembeli dan pengguna sepeda motor Honda Beat di Kecamatan Semarang Utara. Jumlah sampel sebanyak 100 responden. Hasil penelitian ini adalah terdapat pengaruh kualitas produk dan promosi terhadap keputusan pembelian sepeda motor Honda Beat.
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