ANALISA PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN YAMAHA MIO DI TELUKJAMBE KARAWANG BARAT

Authors

  • Ajat Sudrajat Universitas Singaperbangsa Karawang
  • Muhammad Fauzan Habibie Universitas Singaperbangsa Karawang
  • Rudy Ramadhan Universitas Singaperbangsa Karawang

Keywords:

Kualitas Produk, Promosi, Keputusan Pembelian, Yamaha Mio

Abstract

One's buying behavior towards a product purchases a lotfactor. Everyone has different desires and
tastes.Product quality is a crucial factor in the decisionpurchase, besides that there are still many other
factors that influence behaviorthe purchase.This research is to analyze the effect of product
quality,promotion of purchasing decisions for Yamaha motorcycle productsAlso analyze the variables that
have the most dominant influenceon the decision to purchase Yamaha Mio motorcycle products to the
publicin the Teluk Jambe region.The population in this study is motorcycle consumersYamaha Mio in the
Surakarta region. The sample used was 100respondents with the Accidental Quota Sampling technique. Data
collection techniqueswith a questionnaire, while the data analysis technique uses regression analysismultiple
linear, classic assumptions (normality test, multicollinearity test, testheteroscedasticity), statistical tests (t
test, F test and coefficient of determination).From the results of the analysis of classical assumptions,
normality test with kolmogorovsmirnovObtained significantly greater than 0.05, which means the data
distributionnormal. Multicollinearity test obtained by the value of VIF and Tolerance obtainedone regression
model can be canceledmulticollinearity, while the heteroscedasticity test using the Glejser methoddeclare no
problem.Based on the results of multiple linear regression analysis of the t test obtainedProduct quality is
significant todecision to purchase Yamaha Mio motorcycle products, while the promotion andsignificant
significance at 5% tarap. From the test resultssimultaneous influence of product quality, promotiondecision
to purchase a Yamaha Mio motorcycle product where the calculated F value> Ftable. The most dominant
product qualitypurchase of Yamaha Mio motorcycle products. Obtained an R square value of0.255, which
means that the dependent variable can be understood by the independent variableof 25.5% while the
remaining 74.5% is approved by other variables

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http://www.Yamaha.co,id

http://www.bpskabkarawang.com

Published

2020-05-15