xiv ABSTRAK
Penelitian ini bertujuan untuk mengetahui apakah kualitas produk, citra merek, harga, promosi, dan pelayanan berpengaruh terhadap keputusan pembelian mobil jenis Multi Purpose Vehicle merek Toyota Kijang Innova di Surabaya dan analisis yang digunakan adalah analisis regresi linear berganda dengan uji F dan uji t yaitu untuk mengetahui pengaruh variabel secara simultan, parsial, dan dominan.
Populasi pada penelitian ini adalah konsumen yang telah membeli dan menggunakan mobil jenis Multi Purpose Vehicle merek Toyota Kijang Innova di Surabaya. Sampel yang diambil sebanyak 100 responden dengan menggunakan teknik Purposive Sampling digunakan ketika peneliti memilih karakteristik tertentu dan telah ditetapkan sebelumnya.
Diperoleh persamaan Y = 0.754 + 0.211∙X1 + 0.258∙X2 + 0.295∙X3 + 0.302∙X4 + 0.212∙X5, yang memiliki arti bahwa variabel kualitas produk, citra merek, harga, promosi, dan pelayanan berpengaruh positif terhadap keputusan pembelian mobil jenis Multi Purpose Vehicle merek Toyota Kijang Innova di Surabaya.
Hipotesis penulis yang menduga bahwa variabel bebas kualitas produk, citra merek, harga, promosi, dan pelayanan berpengaruh secara simultan terhadap keputusan pembelian mobil jenis Multi Purpose Vehicle merek Toyota Kijang Innova di Surabaya telah terbukti. Hal ini mampu dibuktikan dengan menggunakan uji F, dimana hasil yang diperoleh yaitu Fhitung ≥ Ftabel, yaitu 10.770
≥ 2.31, yang berarti H0 ditolak, sehingga dapat disimpulkan bahwa variabel kualitas produk, citra merek, harga, promosi, dan pelayanan berpengaruh secara simultan terhadap keputusan pembelian mobil jenis Multi Purpose Vehicle merek Toyota Kijang Innova di Surabaya.
Hipotesis penulis yang menduga bahwa variabel bebas kualitas produk, citra merek, harga, promosi, dan pelayanan berpengaruh secara parsial terhadap keputusan pembelian mobil jenis Multi Purpose Vehicle merek Toyota Kijang Innova di Surabaya telah diketahui. Kualitas produk thitung 2.454 ≥ ttabel 1.984, Citra merek thitung 2.317 ≥ ttabel 1.984, Harga thitung 2.329 ≥ ttabel 1.984, Promosi thitung 3.167 ≥ ttabel 1.984, dan Pelayanan thitung 2.088 ≥ ttabel 1.984. Maka H0 ditolak, sehingga dapat disimpulkan bahwa variabel kualitas produk, citra merek, harga, promosi, dan pelayanan berpengaruh secara parsial terhadap keputusan pembelian mobil jenis Multi Purpose Vehicle merek Toyota Kijang Innova di Surabaya.
Variabel yang berpengaruh dominan terhadap keputusan pembelian adalah variabel promosi, karena memiliki nilai Standardized Coefficients Beta sebesar 0.307, yang nilainya terbesar daripada variabel lainnya.
Dari penelitian ini diperoleh nilai Adjusted R Square sebesar 0.364. Hal ini menunjukkan bahwa 36.4% dari tingkat keputusan pembelian dapat dijelaskan oleh kelima variabel independennya, yaitu kualitas produk, citra merek, harga, promosi,dan pelayanan. Sedangkan sisanya yaitu sebesar 63.6% (100%-36.4%) dipengaruhi oleh faktor – faktor lain di luar variabel independennya.
Kata Kunci : Kualitas produk, citra merek, harga, promosi, pelayanan, dan keputusan pembelian
xv ABSTRACT
This study aims to determine whether the product quality, brand image, pricing, promotion, and service influence on purchasing decisions cars Multi Purpose Vehicle brand Toyota Kijang Innova in Surabaya and analysis used is multiple linear regression with F test and t test is to determine the effect of variables simultaneously, partial and dominant.
The population in this study is that consumers who have purchased and used cars Multi Purpose Vehicle brand Toyota Kijang Innova in Surabaya.
Samples taken as many as 100 respondents using purposive sampling technique is used when the researchers chose specific characteristics and predetermined.
Equation Y = 0754 + 0211 ∙ X1 + 0258 ∙ X2 + 0295 ∙ X3 + 0302 ∙ X4 + 0212 ∙ X5, which means that the variable quality of the product, brand image, pricing, promotion, and service positive influence on purchasing decisions car type Multi Purpose Vehicle brand Toyota Kijang Innova in Surabaya.
Hypothesis authors suspect that the independent variable product quality, brand image, pricing, promotion, and services simultaneously influence on purchasing decisions Multi Purpose Vehicle type car brand Toyota Innova in Surabaya has been proven. It is able to be proved by using F-test, where the results obtained by the Fcount ≥ Ftable, namely 10,770 ≥ 2:31, which means that H0 is rejected, so it can be concluded that the variable quality of the product, brand image, pricing, promotion, and service influence simultaneously against the decision car purchase Multi Purpose Vehicle Toyota Kijang Innova brand in Surabaya.
Hypothesis authors suspect that the independent variable product quality, brand image, pricing, promotion, and services partial effect on purchasing decisions Multi Purpose Vehicle type car brand Toyota Innova in Surabaya known. Product quality tcount ttable ≥ 2,454 1,984, 2,317 tcount brand image ttable ≥ 1,984, 2,329 tcount price ttable ≥ 1,984, 3,167 tcount Promotion ttable ≥ 1,984 and 2,088 tcount Services ttable ≥ 1,984. Then H0 is rejected, so it can be concluded that the variable quality of the product, brand image, pricing, promotion, and services partial effect on purchasing decisions Multi Purpose Vehicle type car brand Toyota Kijang Innova in Surabaya.
The variables are the dominant influence on purchasing decisions is variable promotion, because it has the Standardized Coefficients Beta value of 0307, the greatest value than other variables.
From this research, the value of Adjusted R Square of 0.364. It shows that 36.4% of the level of the purchase decision can be explained by five independent variables, namely product quality, brand image, pricing, promotion, and services.
While the remainder is equal to 63.6% (100% -36.4%) influenced by factors - other factors beyond the independent variable.
Keywords: product quality, brand image, price, promotion, service, and purchasing decisions
