ANALISIS PENGARUH KUALITAS PRODUK, HARGA, PROMOSI, DAN KEUNGGULAN KOMPETITIF TERHADAP KEPUTUSAN PEMBELIAN MOBIL HYUNDAI (Studi Kasus : Showroom Hyundai Pondok Indah)

Authors

  • Dayat Hidayat
  • Ugeng Budi Haryoko
  • Edi Sukarjono

DOI:

https://doi.org/10.32493/Inovasi.v1i2.p%25p.309

Abstract

COMPETITIVE ADVANTAGES OF DECISION TO PURCHASE CAR HYUNDAI (Case Study: Hyundai Showroom Pondok Indah). This study aims to determine the effect of Product Quality, Price, Promotion, and Competitive Advantage together against the car buying decision using explanatory survey. The respondents are a number of car buyers Hyundai totaling 96 people, were selected, with a purposive sampling technique. Results showed that: (1) There is a significant influence between product quality with Hyundai car purchasing decisions by 48.2%. (2) There is a significant relationship between the price of the Hyundai car purchasing decisions by 57.6%. (3) There is a significant relationship between the promotion of the Hyundai car purchasing decisions by 54.4%. (4) There is a significant relationship between competitive advantage with Hyundai car purchasing decisions by 58.3%. (5) Simultaneously, a significant difference between the quality of the product, price, promotion, and competitive advantage at 70.4%.This study concluded that the decision on the purchase of cars Hyundai Hyundai car showroom Pondok Indah influenced by the quality of the product, price, promotion, and competitive advantage

 

Keywords: quality of product, price, promotion, competitive advantage, and purchasing decisions.

Downloads

Published

2017-04-08

How to Cite

Hidayat, D., Haryoko, U. B., & Sukarjono, E. (2017). ANALISIS PENGARUH KUALITAS PRODUK, HARGA, PROMOSI, DAN KEUNGGULAN KOMPETITIF TERHADAP KEPUTUSAN PEMBELIAN MOBIL HYUNDAI (Studi Kasus : Showroom Hyundai Pondok Indah). INOVASI, 1(2). https://doi.org/10.32493/Inovasi.v1i2.p%p.309

Issue

Vol. 1 No. 2 (2014): INOVASI

Section

Articles

License

Authors who publish with this journal agree to the following terms:

    1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

    1. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

  1. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).

INOVASI: journal of managenet have CC-BY-SA or an equivalent license as the optimal license for the publication, distribution, use, and reuse of scholarly work.

In developing strategy and setting priorities,  INOVASI: JOURNAL OF MANAGEMENT recognize that free access is better than priced access, libre access is better than free access, and libre under CC-BY-SA or the equivalent is better than libre under more restrictive open licenses. We should achieve what we can when we can. We should not delay achieving free in order to achieve libre, and we should not stop with free when we can achieve libre.