Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Mobil Bekas di Masa Pandemi
The Covid-19 pandemic that has hit the world for more than three years has affected the world economy, including Indonesia. One of the economic sectors affected is the automotive sector, especially in the business of buying and selling used cars. Price and product quality is a marketing mix that has a close relationship with purchasing decisions, especially in a pandemic like now. This study aims to determine the effect of price and product quality on decisions to purchase used cars during the pandemic. This research is qualitative research with a cross sectional approach using primary data in the form of a questionnaire. In determining the
sample size, the researcher used the "rule of thumb" involving 96 respondents. The data analysis test was carried out using a logistic test. The results of the study conclude that the price and quality of the products affect the decision to buy a used car at the WTC Mangga Dua Used Car Exchange, either partially or simultaneously. This research is expected to be able to improve sales strategies, especially in determining price and product quality in attracting consumer purchasing decisions.
Keywords: Effect, Price, Product Quality, Purchase Decision, Used Car
Daftar Pustaka: 54 Pustaka, 2017 sd 2021
sample size, the researcher used the "rule of thumb" involving 96 respondents. The data analysis test was carried out using a logistic test. The results of the study conclude that the price and quality of the products affect the decision to buy a used car at the WTC Mangga Dua Used Car Exchange, either partially or simultaneously. This research is expected to be able to improve sales strategies, especially in determining price and product quality in attracting consumer purchasing decisions.
Keywords: Effect, Price, Product Quality, Purchase Decision, Used Car
Daftar Pustaka: 54 Pustaka, 2017 sd 2021
Intan Sagara Kidul - Personal Name
119208038 - Intan Sagara Kidul
Skripsi MJ
Indonesia
Universitas Paramadina
2022
Jakarta
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