ANALISIS PENGARUH STIMULUS PEMASARAN TERHADAP KEPUTUSAN KONSUMEN MEMBELI MOTOR MEREK HONDA (Studi Kasus Pada Mahasiswa Fakulatas Ekonomi UNISMA Angkatan 2014-2016)

Abstract

ABSTRACT
The purpose of this research is to know and analyze the marketing stimulus
consisting of Product, Price, Promotion and Channel of distribution simultaneously and
partially to the decision to buy Honda motor case study at Student Faculty of
Economics UNISMA. The sampling technique using purposive sampling is the
consideration of certain criteria. Analysis data tool used in this research is Multiple
Linear Regression Analysis.
Based on the results of this study note that the value of Fcount 34.474> Ftable 2.72 so it
can be concluded that the stimulus Marketing simultaneously affect the decision to
purchase a Honda motorcycle. As well as product price variables and distribution
channels partially influence on purchasing decision of Honda study case motorcycle on
Student Faculty of Economics UNISMA and there is one variable that is Promotion
variable that does not partially influence. Keyword : Marketing Stimulus and Buying decision