Analisis Pengaruh Harga, Kualitas Produk dan Promosi Terhadap Keputusan Pembelian dengan Motivasi Pembelian sebagai Variabel Mediasi (Studi pada Konsumen Laptop Asus di Universitas Muhammadiyah Surakarta)

Tira, Yudith Arnut Yudithis and , Ahmad Mardalis, S.E., MBA (2023) Analisis Pengaruh Harga, Kualitas Produk dan Promosi Terhadap Keputusan Pembelian dengan Motivasi Pembelian sebagai Variabel Mediasi (Studi pada Konsumen Laptop Asus di Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The aim to be achieved by holding this research is to analyze and discuss the effect of price, product quality and promotion on purchasing decisions with purchase motivation as the variable. The population in this study were students of the University of Muhammadiyah Surakarta with a sample of 110 respondents. Data collection techniques through the distribution of questionnaires. Analysis of the data in this study using SmartPLS version 3.0. The sample selection technique for this study was carried out by purposive sampling, namely the sample based on certain characteristics and the data testing technique used in this study included the outer model consisting of convergent validity, discriminant validity, composite reliability, Cronbach's alpha and the inner model consisting of coefficient determination. , goodness of fit, R-Square (R2) and Q Square values, and hypothesis testing consisting of t-test, path coefficient and specific indirect effect. Based on the results of this study indicate that (1) Price has a positive and significant effect on Purchase Decisions. (2) Product quality has no significant effect on purchasing decisions. (3) Promotion has a positive and significant effect on Purchase Decisions. (4) Price has a positive and significant effect on Purchase Motivation. (5) Product quality has a positive and significant effect on Purchase Motivation. (6) Promotion has a positive and significant effect on Purchase Motivation. (7) Purchase motivation has a positive and significant effect on purchasing decisions. As for the mediating variable (8) Purchase Motivation which mediates the relationship between Price on Purchase Decisions the results are not significant effect. (9) Purchase Motivation mediates the relationship between Product Quality on Purchase Decisions the results are significant and for (10) Purchase Motivation mediates the relationship between Promotion on Purchase Decisions the results are significant.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	price, product quality, promotion, purchase decision, purchase motivation.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management H Social Sciences > HD Industries. Land use. Labor > HD28 Management > HD283 Marketing Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	YUDITH ARNUT YUDITHIS TIRA
Date Deposited:	15 Mar 2023 02:04
Last Modified:	15 Mar 2023 02:04
URI:	http://eprints.ums.ac.id/id/eprint/110792

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