Pengaruh Strategi Promosi, Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Sepeda Motor Bekas Di Kabupaten Jember

Abstract

Abstract

 

This study aims to determine the effect of Promotion Strategy, Price, and Product Quality on Decisions to Purchase Used Motorcycles in Jember Regency. The data collection method used in this study used questionnaires that were distributed directly in Jember Regency with a total sample of 100 respondents. The independent variables in this study are Promotion Strategy, Price, and Product Quality, while the dependent variable in this study is Purchase Decision. The testing stages are validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis test, F test, t test, and test the coefficient of determination R2. The method of analysis in this study is Multiple Linear Regression Analysis processed with SPSS 14.0. The result of this research is that promotion strategy, price, and product quality have a positive and significant effect on purchasing decisions simultaneously. Partially the Promotion Strategy, Price, and Product Quality have a significant positive effect on the Decision to Purchase Used Motorcycles in Jember Regency. The adjusted R Square figure in the study is 0.142, it shows that 14.2% of the purchasing decision variables can be explained by the variables of Promotion Strategy, Price, and Product Quality, while the remaining 85.8% is influenced by other variables.

 

Keywords: Promotion Strategy, Price, Product Quality, and Purchase Decision