PENGARUH HARGA, PROMOSI, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN BAN SEPEDA MOTOR MEREK SWALLOW PADA PT. INDUSTRI KARET DELI MEDAN

Fornandes Sitanggang, Anwar Sidebang, Deni Faisal Mirza

Abstract


The purpose of the research was to test and analyze the influence of price, promotion and quality of products against purchasing decision of motorcycle tire brand Swallow at PT. Industri Karet Deli Medan. Researchers conducted research on PT. Industri Karet Deli Medan which is located at Jalan KL Yos Sudarso No. KM. 8.3, Tj. Mulia, Kec. Medan Deli, Medan City. Researchers planned research activities in September 2019 – April 2020. This research approach is quantitative research. Types of quantitative descriptive research. The nature of this research is an expreslanatory descriptive study. The population in this research is a customer who purchases in PT. Industri Karet Deli Medan, which amounted to 370 customers, where the validity and reliability testing used by researchers is as many as 30 customers and The rest are 192 customers as test samples. The classic assumption tests used include: normality test, multicholinenierity test, and heteroskedestisity test. This data analysis Model uses multiple regression analyses. The results of the research and the conclusion of the research is a price of 2.297 with a significant value of 0.000 partially significant effect on the customer's purchase decision at PT. Industri Karet Deli Medan. Promotion of 3.944 with a significant value of 0.022 partially significantly influential to the customer's purchase decision at PT. Industri Karet Deli Medan. The product quality of 4.890 with a significant value of 0.000 is partially influential in the customer purchase decision at PT. Industri Karet Deli Medan.

 

Keywords : price, promotion, product quality, purchase decision


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