PENGARUH PRODUK, HARGA, PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA NMAX DI SAMARINDA

Abstract

Rexsi Munaiki. 2022. Effect of Product, Price, and Promotion on Purchase Decisions for Yamaha NMax Motorcycles in Samarinda. Under the guidance of Mrs. Mardiana as The First Lecturer I and Mr. Sarwo Eddy Wibowo as a Second Lecturer.

The purpose of this study was to determine and analyze the effect of product, price, and promotion on purchasing decisions for Yamaha NMax motorcycles in Samarinda. The population in this study is all residents of Samarinda who have purchased and used an unknown number of Yamaha NMax motorcycles, therefore the determination of the sample using the unknown populations formula, and obtained 97 samples. The analytical method used is multiple linear regression analysis.

The results of the research simultaneously show that product, price, and promotion variables simultaneously or simultaneously have a positive and significant effect on purchasing decisions for Yamaha NMax motorcycles in Samarinda. The partial test results show that the product variable has a positive and significant effect on purchasing decisions, the price variable has a positive and significant effect on purchasing decisions, and promotions also have a positive and significant effect on purchasing decisions for Yamaha NMax. Product variable is the most dominant variable influencing purchasing decisions.