PENGARUH KUALITAS PRODUK, HARGA, DAN LAYANAN PURNA JUAL TERHADAP KEPUTUSAN PEMBELIAN HONDA JAZZ (Studi Kasus pada Honda Semarang Center)

Abstract

Transportation needs is an evolving community needs in line with the increasing mobility of society and the rising level of economic life of society. The car is one of the most widely transportation demand by society because of its convenience. This is encouraging car manufacture to continuously improve the quality of their products, set a price that can compete with other similar products and provide excellent after sales service. According to Basu Swastha (2002: 99) consumer purchasing decisions is a complex process and influenced by factors such as shared decision about the product, brand, seller, price, services provided by companies The problem in this study is the decrease in sales of the Honda Jazz. Purpose of this study is to determine the effect of product quality, price, and after sales service toward consumer purchasing decision of Honda Jazz car in PT Honda Semarang Center. This research is classified within explanatory type with primary data collection through questionnaires. Sampling method conducted using a purposive sampling with total sample of 100. The analysis statistic by using the correlation coefficient, simple linear regression and multiple regression analysis. Based on the data analysis, thus it can be concluded both simultaneously and or partially that product quality, price, and after sales services have positive influence on purchase decisions of Honda Jazz. Partially, the influence of quality products to the purchasing decision was 67.9%. Effect of price on purchase decisions was 48.9%. Effect of after-sales services to the purchasing decision amounted to 60.6%. Simultaneously, the influences of product quality, price, and sales services toward purchasing decision were 70.8%. According to respondents the quality of the Honda Jazz is a good, cheap set price, after sales service provided good and high purchasing decisions Honda Jazz. This means, the better quality products and after sales services and the cheaper price will cause a higher purchasing decision. To increase the purchasing decision, it is expected that Honda manufacturers provide good quality products which include product dimensions, set the price in line with market ability and quality of service provided, and increase after sales service with continued paid attention to the workshop facilities, spare parts availability, friendliness of service personnel, warranty and periodic information so no complaints from consumers.