ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN MOTOR BEAT PADA DEALER ASTRA MOTOR AGUS SALIM SAMARINDA

Abstract

ABSTRACT

Analysis of the Factors Influencing the Purchase Decision of a Beat Motor at the Astra Motor Dealer Agus Salim Samarinda. Under the guidance of Mrs. Danna Solihin, as advisor I and Mrs.  Nurfitriani, as advisor II.

Based on the pra survey at Astra Motor Agus Salim Samarinda dealers, it can be seen that not’all consumers who visit dealers are motivated to buy the motorbike they want, on average they are just looking at it, the dealers are’nt motivating consumers to get to know the product about the quality of the product. 

The research aims to examine the effect of product, price. Promotions and people on the decision to purchase a Beat Motor at the Astra Motor Agus Salim Dealer in Samarinda. With a total sample of 73 respondents consisting of consumers who have bought Beat Motor products at the Astra Motor Agus Salim Samarinda Dealer. This study uses analytical tools with multiple linear regression, correlation and determination tests as well as hypothesis testing, namely the t test and model feasibility test (F).

The results showed that based on the F test or Simultaneously (together) where the variable product, price, promotion and people have a positive and significant effect on purchasing decisions. Based on the t or partial test, the product variable has a positive and significant effect on the purchase decision, the price variable has a positive and significant effect on the purchase decision, the promotion variable has a positive and significant effect on the purchase decision, while the people variable has an insignificant and positive effect on the Beat Motorbike purchase decision at an Astra Motor Dealer Agus Salim Samarinda.