ANALYSIS OF INFLUENCE OF PROMOTION, PRODUCT QUALITY AND PRICE TOWARD PURCHASING DECISION ON HONDA CS1 (CASE STUDY IN TETAP JAYA MOTOR, CAMAN)

Abstract

Background of this research is the decreasing of Honda CS1 sales which happened from 2008 until 2012. The objective of this research is to analyze the influence of promotion, product quality, and price toward purchasing decision on Honda CS1 where this research take case study at Dealer Honda Tetap Jaya Motor, Caman. From this research shows that those variables give influence to purchasing decision with the strongest is promotion and the weakest is price. This research use quantitative method and its conducted based on marketing mix theory (4Ps) with focus on promotion, product quality, and price. It also uses purchasing decision. The data were obtained by doing observation and distributing questioner to 73 respondents. For processing the data from questioner using SPSS 16 through validity test, reliability test, data classic assumption test, F test, T test, coefficient determination test, and multiple regression analysis. According to multiple regressions analysis shows the formula for this research Purchasing Decision = 0.862 X1 + 0.162 X2 – 0.224 X3 where X1 = promotion, X2 = product quality, X3 = price. Through this formula shows that X1 and X2 have positive correlation and X3 has negative correlation. F-Test in this research show that independent variables simultaneously give influence to dependent variable with significance level 0.00 and F value 60.915. For T-test, shows that every independent variable has influence partially to purchasing decision with significance value below 0.05 and the t value greater than 1.995. The coefficient determinant (Adjusted R Square) on this test is 0.714 means that independent variables can describe dependent variable about 71.4%.