{"title":"THE INFLUENCE OF PRICE AND SERVICE QUALITY ON PURCHASE DECISION OF HONDA CAR AT PT. ISTANA CENDRAWASIH MOTOR SEMARANG","authors":"Yasinta Budie Pangestika, Karnowahadi - Karnowahadi, Isnaini - Nurkhayati","doi":"10.32497/AB.V20I1.1425","DOIUrl":null,"url":null,"abstract":"The growth of automotive world in Indonesia makes the emergence of many car companies. Competitive advantage is required for companies to compete in the market, one of them by increasing purchasing decisions. The purpose of this research is to analyze the partial and simultaneous influence of price and service quality on purchase decision of Honda car at PT. Istana Cendrawasih Motor Semarang. The data used are primary data obtained by using questionnaire. The sample in this study were 100 customers of the PT. Istana Cendrawasih Motor Semarang. Sampling is done by using purposive sampling. The analysis model used in this research is multiple linear regression. The result of determination coefficient (R Square) showed that 28,7% purchase decision was influenced by price and service quality. The rest was explained by other factors not examined in this research. The result of hypothesis testing shows the variables of price and service quality simultaneously and partially significant influence on purchase decision of Honda car at PT. Istana Cendrawasih Motor Semarang","PeriodicalId":344997,"journal":{"name":"Admisi dan Bisnis","volume":"1 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2019-04-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Admisi dan Bisnis","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.32497/AB.V20I1.1425","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 1
Abstract
The growth of automotive world in Indonesia makes the emergence of many car companies. Competitive advantage is required for companies to compete in the market, one of them by increasing purchasing decisions. The purpose of this research is to analyze the partial and simultaneous influence of price and service quality on purchase decision of Honda car at PT. Istana Cendrawasih Motor Semarang. The data used are primary data obtained by using questionnaire. The sample in this study were 100 customers of the PT. Istana Cendrawasih Motor Semarang. Sampling is done by using purposive sampling. The analysis model used in this research is multiple linear regression. The result of determination coefficient (R Square) showed that 28,7% purchase decision was influenced by price and service quality. The rest was explained by other factors not examined in this research. The result of hypothesis testing shows the variables of price and service quality simultaneously and partially significant influence on purchase decision of Honda car at PT. Istana Cendrawasih Motor Semarang
印尼汽车行业的发展催生了许多汽车公司。竞争优势是企业在市场上竞争所必需的，其中之一就是增加采购决策。本研究的目的是分析价格和服务质量对三宝垄的本田汽车购买决策的部分和同时影响。使用的数据是通过问卷调查获得的原始数据。本研究的样本是PT. Istana Cendrawasih Motor Semarang的100名客户。抽样是通过目的性抽样来完成的。本研究使用的分析模型为多元线性回归。决定系数(R平方)结果显示，28.7%的购买决策受到价格和服务质量的影响。其余的原因可以用本研究没有考虑的其他因素来解释。假设检验的结果表明，价格和服务质量两个变量同时或部分显著地影响着三宝垄伊斯坦汽车有限公司本田汽车的购买决策
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