Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian (Survei Pada Pemilik Sepeda Motor Honda Beat Karburator Di Ahass Barokah Motor Kediri)

Fuad, Aan Nasrul
Thesis None • August 2013 Indonesia

Abstract

This research aims to know marketing mix with variable of product, price, place and promotion simultaneously and partially also to know between variable of product, price, place and promotion, which one is dominant influence the purchasing decision. The population in this research is the owners of Honda Beat Carburetor motorcycle. This is due to in 2012, the most widely sales of motorcycles in Indonesia is Honda Beat Carburetor (Kurniawan, otomotif.kompas.com, 8 January, 2013). The population in this research is the owners of Honda Beat Carburetor are doing maintenance in AHASS Barokah Motor Kediri. The population in this research, the amount is not known because the data owners of Honda Beat Carburetor motorcycle is not given by the parties of AHASS Barokah Motor. Sample size in this research amounted to 100, is calculated to use the formula of Purba. In sample determination oh this research, use purposive sampling technique. The result showed that the marketing mix with variable of product, price, place, and promotion simultaneously influense the purchasing decision of Honda Beat Carburetor that can be seen from the value of F test with F arithmetic>F table (15,946>2,467) and the value of significant in this research less than 0,05, ie 0,000 and adjusted R square value 0,376 or 37,6 % which means that the marketing mix variable simultaneously contributed to purchasing decision (37,6%). Partially, it can be seen from the result of t test showed that variable of product (X1) have a value of t arithmetic is greater than t table (2,875>1,985). Variable of price (X2) have a value of t arithmetic is greater than t table (2,216>1,985). Variable of place (X3) have a value of t arithmetic is smaller than t table (1,550<1,985). Variable of promotion (X4) have a value of t arithmetic is greater than t table (1,988>1,985). Variable of product (X1) have the highest influence with standardized coefficients beta 0,296, compared with variable of price (X2) 0,192, variable of place (X3) 0,157, and variable of promotion (X4) 0,190. It can be concluded that partially only variable of place (X3) which does not have an influence to purchasing decision (Y) and variable that have the highest influence is variable of product (X1).

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