Pengaruh Fitur Produk dan Layanan Purna Jual terhadap Keputusan Pembelian Motor Satria Fu 150 Special Edition di Surabaya (Studi pada Komunitas Motor Satria Fu 150 di Surabaya)

HOSNAN

Abstract


Permintaan sepeda motor di Indonesia mengalami kenaikan dari tahun ke tahun. Salah satu motor sport adalah Suzuki Satria Fu 150cc Special Edition. Penelitian ini didasari oleh fenomena gap, yaitu pada tahun 2015 Suzuki Satria Fu 150cc Special Editionmenambahkan berbagai fitur dan memperbaiki layanan purna jualnyauntuk memenangkan persaingan, tetapi kenyataanya penjualan terus mengalami penurunan. Tujuan penelitian ini adalah untuk menganalisis dan membahas pengaruh fitur produk dan layanan purna jual terhadap keputusan pembelian Satria Fu 150cc Special Edition di Surabaya.


Penelitian ini merupakan penelitian konklusif deskriptif. Metode nonprobability sampling dengan teknik Judgmetal Sampling diperoleh dari 207 Responden. Sampel dalam penelitian ini adalah komunitas motor Satria Fu 150cc Special Edition yang berlokasi di Jl. Panglima Sudirman Surabaya, Jl. Taman Apsari Surabaya, Jl. Pahlawan Surabaya, Jl. Raya Darmo Surabaya.Teknik pengambilan data menggunakan Angket. Skala pengukuran dalam penelitian ini menggunakan skala Likert. Kemudian di analisis menggunakan teknik Regresi linier berganda.


Hasil penelitian menunjukkan bahwa terdapat pengaruhsignifikan antara variabel fitur produk dan layanan purna jual terhadap keputusan pembelian motor Satria Fu 150cc Special Edition Sebesar 11,5%.


Kata Kunci : Fitur Produk, Layanan Purna Jual, Keputusan Pembelian.


Demand for motorcycles in Indonesia has increased from year to year. One motor sport is a 150cc Suzuki Satria Fu Special Edition. This study is based on the phenomenon of gap, namely the 2015 Suzuki Satria Fu 150cc Special Edition to add features and improve after-sales service to win the competition with the hope of increasing sales, but in fact sales continue to decline. The purpose of this research is to analyze and discuss influence features products and services selling full of the decision gentlemanly purchase Fu 150cc Special Edition in Surabaya.


The research is research conclusive descriptive with the methods non probability of sampling to technique judgmetal sampling obtained of the 207 respondents.The subject of this study are community motorcycles 150cc Satria Fu Special Edition which is located on Jl. Panglima Sudirman Surabaya, Jl. Taman Apsari Surabaya, Jl. Pahlawan Surabaya, Jl. Raya Darmo Surabaya. Data collection technique is using the Questionnaire. The scale of measurement in this study is using a Likert scale. Then the collected data are analyzed using multiple linear regression techniques.


The result of this study showed that there is significant influence between the variables of product features and after-sales service to the purchasing decision Satria Fu 150cc motorcycle Special Edition Amounting to 11.5%.


Keywords : Product Features, Service Sales, Purchase Decision.


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