PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN KONSUMEN MEMBELI SEPEDA MOTOR YAMAHA MIO DI KECAMATAN MUARA JAWA KABUPATEN KUTAI KARTANEGARA

Abstract

The purpose of this study was to determine the influence of marketing mix consists of four variables together the consumer decision to buy a motorcycle Yamaha mio in Muara Jawa Kutai regency, and to know which of the four variables dominant effect.

Formulation of the problem is Is Production Factors Influencing Consumer Buying Decision Against Motor Type Brand Yamaha Mio in Muara Jawa, Is Price Factors Influencing Consumer Buying Decision Against Motor Type Brand Yamaha Mio in Muara Jawa, Is Promotion Factors Influencing Consumer Buying Decision Against Yamaha Motor Brand Type Mio in Muara Jawa, Is Distribution Factors Influencing Consumer Buying Decision Against Motor Type Brand Yamaha Mio in Muara Jawa, What Are The Factors of Production, Price, Promotion and Distribution Influential Consumer Buying Decision Against Motor Type Brand Yamaha Mio in Muara Jawa

In this study, the hypothesis can be stated as follows:

H1: There is a Factor of Production, Price, Promotion and Distribution Influential Consumer Buying Decision Against Motor Type Brand Yamaha Mio in Muara Jawa, H2: There Production Factors Influencing Consumer Buying Decision Against Motor Type Brand Yamaha Mio in Muara Jawa, H3: There is Price Factors Influencing Consumer Buying Decision Against Motor Type Brand Yamaha Mio in Muara Jawa, H4: There Promotion Factors Influencing Consumer Buying Decision Against Motor Type Brand Yamaha Mio in Muara Jawa, H5: There Distribution Factors Influencing Consumer Buying Decision Against Yamaha Motor Brand Type Mio in Muara Jawa.

The results of this study to obtain the coefficient of determination (R2) of regression equations of 0.725 or 72.5% which shows that the production, price, promotion, and distribution significantly influence the purchase decision (Y) motorcycle Yamaha Mio by consumers in Muara Jawa Kutai mammal. Further research findings prove that the dominant production variables influence the decision to buy a motorcycle yamaha mio. These findings make the hypothesis is accepted.