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All Journal JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen)
Burhan Murdani
Universitas Pelita Bangsa
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH INOVASI PRODUK, HARGA DAN CITRA MERK TERHADAP KEPUTUSAN PEMBELIAN MOBIL BEKAS (STUDI KASUS SHOWROOM THE KING COBRA AUTO JAKARTA TIMUR) Burhan Murdani
ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN) Vol 10, No 2 (2023): Volume 10, No. 2 Tahun 2023
Publisher : Fakultas Ekonomi dan Bisnis (FEB) Universitas Labuhanbatu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36987/ecobi.v10i2.4505

Abstract

The purpose of this study is to prove product innovation, price and product quality influence used car purchasing decisions at The King Cobra Auto Showroom, East Jakarta. This research is included in the survey research method, so this research design is quantitative descriptive research. The population referred to in this study is the population of sales data owned by Showroom The King Cobra Auto East Jakarta for the period June 2022 to March 2023. While the sample is important parts of the population on condition that they have experience and have transacted at The King Cobra Auto Showroom, East Jakarta so that this sampling technique includes purposive sampling with a total of 50 respondents. In research is positive so that it uses a Likert scale and analysis techniques in research using SmartPLS using the outer model and inner model approaches. The results showed that used car product innovation did not affect purchasing decisions. On the other hand, the price and brand image of used cars are still considered by consumers in this study in deciding to buy a used car.
PENGARUH INOVASI PRODUK, HARGA DAN CITRA MERK TERHADAP KEPUTUSAN PEMBELIAN MOBIL BEKAS (Studi Kasus Showroom The King Cobra Auto Jakarta Timur) Burhan Murdani; Supartono; Kurbandi Satpatmantya BR
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 10 No 2 (2023): JMBI UNSRAT Volume 10 Nomor 2
Publisher : FEB Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v10i2.49569

Abstract

Abstract.  The development of the times and technology in the era of globalization, people's need for means of transportation has also increased. Understanding the needs and wants of customers will provide important input for entrepreneurs to design marketing strategies. Therefore, there are several consumer factors to make purchasing decisions. This study aims to examine the effect of product innovation, price and brand image on used car purchasing decisions at The King Cobra Auto Showroom, East Jakarta. This research is included in the survey research method, so the research design is quantitative descriptive research. The sampling method used is nonprobability sampling, namely purposive sampling method with a total of 50 respondents. The sample of this research is all consumers with the criteria of having an age of 21 years and over. The research is positive so that it uses a Likert scale and analytical techniques in research using SPSS. Based on this table, the calculated F value is 34.845. It is known that the F table value is 2.70 and a significance value of 0.000 is obtained . Abstrak.  Perkembangan zaman dan teknologi pada era globalisasi, kebutuhan masyarakat akan alat transportasi juga meningkat. Memahami kebutuhan dan keinginan pelanggan, maka akan memberikan masukan penting bagi pengusaha untuk merancang strategi pemasaran. Oleh karena itu ada beberapa faktor konsumen untuk mengambil keputusan pembelian. Penelitian ini bertujuan untuk menguji pengaruh inovasi produk, harga dan citra merek terhadap keputusan pembelian mobil bekas di Showroom The King Cobra Auto Jakarta Timur.  Penelitian ini termasuk dalam metode penelitian survei maka desain penelitian ini adalah penelitian deskriptif kuantitatif. Metode pengambilan sampel yang digunakan adalah nonprobability sampling yaitu dengan metode purposive sampling dengan jumlah 50 responden. Sampel penelitian ini adalah seluruh konsumen dengan kriteria memiliki umur 21 tahun keatas. Dalam penelitian bersifat positif sehingga menggunakan skala likert dan teknik analisis pada penelitian menggunakan SPSS. Berdasarkan tabel tersebut, diperoleh nilai F hitung  yaitu 34,845. Diketahui jika nilai F tabelnya 2,70 dan diperoleh nilai signifikansi sebesar 0,000. Hasilnya menunjukkan bahwa nilai F hitung lebih besar dari nilai F tabel (34,845> 2,70) dan nilai dari signifikansi lebih kecil dari 0,05 (0,000 < 0,05).
Co-Authors Kurbandi Satpatmantya BR Supartono