PENGARUH PRICE DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION DENGAN PERCEIVED QUALITY SEBAGAI INTERVENING (SURVEY PADA PEMBELI MOBIL TOYOTA YARIS DI DAERAH JAKARTA)

Rafif Ardyant, 2017; The Effect Of Price And Product Quality Toward Purchase Decision With Perceived Quality As Intervening (Survey On Toyota Yaris Car Buyers In Jakarta). Skripsi, Jakarta: Marketing Management Concentration, Management Study Program, Department of Management, Faculty of Economics, State University of Jakarta. Advisory: Dr. Mohamad Rizan SE, MM & Andrian Haro, S.Si, MM. The purpose of this research are: 1) To determine whether price affect the perceived quality of Toyota Yaris car. 2) To determine whether price affect the purchase decision of Toyota Yaris car. 3) To determine whether product quality affect the perceived quality of Toyota Yaris car. 4) To determine whether product quality affect the purchase decision of Toyota Yaris car. 5) To determine whether perceived quality affect the purchase decision of Toyota yaris car. 6) To determine whether price affect the purchase decision toward perceived quality as intervening variable. 7) To determine whether product quality affect the purchase decision toward perceived quality as intervening variable. In order to collecting data, this study using survey with questionnaire as it’s instrument. Object of this study is 250 respondents who have Toyota Yaris in Jakarta. To analyze and process the data, this study use Lisrel Ver. 8.8 and SPSS Ver.22. Results of hypothesis testing; price have a positive and significant effect to perceived quality, price have a positive and significant effect to purchase decision, product quality have a positive and significant effect to perceived quality, product quality have a positive and significant effect to purchase decision, perceived quality have a positive and significant effect to purchase decision. Key words: Price, Product Quality, Perceived Quality, Purchase Decisio