ANALISIS PENGARUH PROMOSI DAN HARGA PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA

Abstract

Various types of motorized vehicles in Indonesia, one of which is a motorcycle, which is a motorized vehicle that is the prima donna of some Indonesian people. Honda as one of the largest motorcycle companies in Indonesia that produces motorcycle products by providing mobility solutions for the community with the best products and services. This study aims to determine the effect of promotion and product prices on purchasing decisions for Honda motorcycles. With the research location at the Roda Mas Motor Dealer, Situbondo. The data used in this study were obtained through the results of questionnaires and interviews with Honda motorcycle buyers at the Roda Mas Motor Dealer in Situbondo. Determination of the sample using purposive sampling method. The sample in this study was 100 respondents who had been determined by the Slovin formula. Then the data is processed through validity test, reliability test, MSI, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test, t test, f test, and coefficient of determination test. With the results obtained there is no significant effect on the promotion of purchasing decisions while the price has a significant effect on purchasing decisions. Suggestions from the author in this study are expected that the Roda Mas Motor Situbondo Dealer can take advantage and be right on target in carrying out a product promotion.