ANALISIS PENGARUH KESADARAN MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR SUZUKI GSX PADA DEALER SUZUKI PT. SAMEKARINDO INDAH KOTA

Abstract

Muhammad Nizar, 2022. Analysis of the Effect of Brand Awareness and Promotion on Purchase Decisions for Suzuki GSX Motorcycles at Suzuki Dealers PT. Samekarindo Indah, Samarinda City”. Under the guidance of Mr. H. Eddy Soegiarto as supervisor I and Mr. Sukirman as supervisor II.

The purpose of this study was to determine the effect of  brand awareness and promotion on purchasing decisions for Suzuki GSX motorcycles at Suzuki Dealer PT. Samekarindo, the beautiful city of Samarinda.

The theoretical basis of this research consists of marketing management, purchasing decisions, brand awareness and promotion. The population  in this study is the people of the city of Samarinda who have bought/ are currently using a Suzuki GSX motorcycle. Determination of the number of samples using the Ferdinand formula, so the number of samples in this study was 50 people. The technique of taking respondents using accidental sampling. The data used are primary data and secondary data. The analytical tool used is the method  of analysis of validity, reliability, multiple linear regression analysis method, and hypothesis testing consisting of a partial significant test (t test), simultaneous significant test (F test) with a significant level of 5%, and the coefficient of determination (R2) .

The results of this study can be seen that the results of the F test (simultaneous), then Brand Awareness and promotion simultaneously have a significant effect on purchasing decisions for Suzuki GSX motorcycles at Suzuki Dealer PT. Samekarindo Beautiful city of Samarinda. The results of the t test (partial), then Brand Awareness and Promotion partially have a significant effect on purchasing decisions for Suzuki GSX motorcycles in the city of Samarinda. The value of Adjusted R Square is known that the coefficient of determination is 2 = 0.873. This value means that all independent variables, namely brand awareness and promotion simultaneously affect the purchasing decision variables by 87.3%, the remaining 12.3% is influenced by other factors.