PENGARUH PROMOSI, HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KREDIT SEPEDA MOTOR DI PT. SUMMIT OTO FINANCE CIKARANG

Abstract

This research aims to find out the influence of promotion (X1) , price (X2) , service quality (X3) against the purchase decision of the customer in PT. Summit Oto Finance Cikarang. with a sample amount 80 respondent were taken by random sampling. Data analyze which used is descriptive research to explain the data and a description of the research, whereas for analyzing quantitative data using multiple linear regression analysis. Results of research conducted showed that the results of the regression analysis it appears that promotion (X1), service quality (X3) has a positive and significant partially impact on purchase decision while the price (X3) has not signifricant impact on purchase decision. But simultaneously variable promotion , price and service quality have leverage significantly impact of purchase decision. Whereas based on the coefisient correlation table, the number of Adjusted R2(Adjusted R Square) is 0,126 or (12,6%), indicating that the percentage contribution of the effect from independent variables to the dependent variable 12,6%, while the balance of 87,4% influenced or explained by other variables not included in this reaserch model..