PENGARUH PROMOSI, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA PADA ASTRA MOTOR WELERI-KENDAL

Abstract

This research is based on the progress of the times and the increasing of living standard of society. The purpose of this study is to describe the influence of Promotion, Price and Product Quality variables on the decision of purchasing Honda Motorcycles at Astra Motor Weleri. After the literature review, and the preparation of the hypothesis, the data were collected through questionnaires method distributed to 100 people to consumers at Astra Motor Weleri. Then performed an analysis with existing data using validity test, reliability, classical assumption test, and hypothesis testing using t test using SPSS 16.0 for windows. Based on the results of the analysis has been done that only the product quality variables that affect the Purchase Decision. While Promotion And Price variables have no effect on Purchase Decision.