PENGARUH STRATEGI HARGA TERHADAP MINST BELI KONSUMEN KENDARAAN NIAGA DI ASTRA INTERNATIONAL UD TRUCKS BANDUNG (TA.6.25.030)

ADLIPUTRA, IQBAL (2025) PENGARUH STRATEGI HARGA TERHADAP MINST BELI KONSUMEN KENDARAAN NIAGA DI ASTRA INTERNATIONAL UD TRUCKS BANDUNG (TA.6.25.030). Diploma thesis, UNIVERSITAS LOGISTIK DAN BISNIS INTERNASIONAL.

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Abstract

ABSTRAK Pengaruh Strategi Harga Terhadap Minat Beli Konsumen Pada Kendaraan Niaga di PT Astra International UD Trucks Bandung, oleh Iqbal Adliputra NPM 643220003 Program Studi Diploma Tiga Manajemen Pemasaran dibawah bimbingan pembimbing Utama Bapak Dr. Rachmat Tri Yuli Yanto, SE.,MM. dan pembimbing Pendamping Ibu Tia Setiani, S.Pd., M.M. Penelitian ini membahas permasalahan utama mengenai bagaimana penilaian konsumen terhadap strategi harga yang diterapkan PT Astra International UD Trucks Bandung, bagaimana penilaian konsumen terhadap minat beli kendaraan niaga, serta apakah strategi harga berpengaruh signifikan terhadap minat beli konsumen. Tujuan penelitian ini adalah untuk mengetahui penilaian konsumen terhadap strategi harga, penilaian konsumen terhadap minat beli, dan signifikansi pengaruh strategi harga terhadap minat beli kendaraan niaga UD Trucks. Penelitian menggunakan metode kuantitatif dengan pendekatan deskriptif dan asosiatif kausal. Populasi penelitian adalah konsumen dan calon konsumen PT Astra International UD Trucks Bandung, dengan jumlah sampel 75 responden yang ditentukan melalui teknik purposive sampling. Teknik pengumpulan data dilakukan dengan menyebarkan kuesioner, sedangkan analisis data meliputi uji validitas, reliabilitas, normalitas, linearitas, regresi linier sederhana, uji t, dan uji F. Hasil penelitian menunjukkan bahwa strategi harga berada pada kategori baik, minat beli berada pada kategori sangat tinggi, serta strategi harga berpengaruh positif dan signifikan terhadap minat beli dengan kontribusi sebesar 17%, sedangkan sisanya dipengaruhi oleh faktor lain di luar penelitian ini. Hasil penelitian ini menunjukkan bahwa strategi harga yang tepat, transparan, dan relevan dengan kebutuhan konsumen dapat meningkatkan minat beli kendaraan niaga UD Trucks di tengah persaingan pasar yang kompetitif. Kata kunci: Strategi Harga, Minat Beli Konsumen, Kendaraan Niaga, PT Astra International UD Trucks Bandung ix | Universitas Logistik dan Bisnis Internasional ABSTRACT The Effect of Pricing Strategies on Consumer Purchase Intentions for Commercial Vehicles at PT Astra International UD Trucks Bandung, by Iqbal Adliputra NPM 643220003 Diploma III Marketing Management Program under the supervision of the main supervisor Dr. Rachmat Tri Yuli Yanto, SE., MM. and the co-supervisor Mrs. Tia Setiani, S.Pd., M.M. This study addresses the main issues regarding how consumers evaluate the pricing strategies implemented by PT Astra International UD Trucks Bandung, how consumers evaluate their purchasing interest in commercial vehicles, and whether pricing strategies significantly influence consumer purchasing interest. The objectives of this study are to determine consumer perceptions of pricing strategies, consumer perceptions of purchase intent, and the significance of the influence of pricing strategies on purchase intent for UD Trucks commercial vehicles. The study employs a quantitative method with a descriptive and causal-associative approach. The research population consists of consumers and potential consumers of PT Astra International UD Trucks Bandung, with a sample size of 75 respondents selected through purposive sampling. Data collection was conducted by distributing questionnaires, while data analysis included validity, reliability, normality, linearity tests, simple linear regression, t-tests, and F-tests. The results of the study indicate that the pricing strategy falls into the good category, purchase interest falls into the very high category, and the pricing strategy has a positive and significant effect on purchase interest with a contribution of 17%, while the remainder is influenced by factors outside the scope of this study. The results of this study indicate that an appropriate, transparent, and relevant pricing strategy aligned with consumer needs can increase purchase interest in UD Trucks commercial vehicles amid competitive market conditions. Keywords: Pricing Strategy, Consumer Purchase Interest, Commercial Vehicles, PT Astra International UD Trucks Bandung

Item Type:	Thesis (Diploma)
Subjects:	H Social Sciences > HF Commerce
Divisions:	Sekolah Vokasi > Manajemen Pemasaran D3
Depositing User:	PKL TIGA TIGA
Date Deposited:	22 Jul 2026 08:03
Last Modified:	22 Jul 2026 08:03
URI:	http://eprints.ulbi.ac.id/id/eprint/4175

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