ANALISIS PENGARUH HARGA, PROMOSI DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA NON MATIC (Studi Kasus pada Astra Honda Ungaran)

ANALYSIS OF INFLUENCE PRICE, PROMOTION AND PRODUCT DESIGN ON PURCHASING DECISIONS NON MATIC HONDA MOTORCYCLE (Case Study Astra Honda Ungaran)

Penulis : aci krismanti , nunik kusnilawati

Dinamika Manajemen Vol. 2 No. 6 | Halaman 81-96


Abstrak

Abstrak : Keputusan pembelian sangat penting dilakukan oleh perusahaan yang memasarkan produk sepeda motor agar dapat meningkatkan volume penjualan yaitu melalui analisa faktor apa saja yang menjadi pertimbangan konsumen dalam membeli sepeda motor. Tujuan dalam penelitian ini untuk menganalisis pengaruh harga, promosi dan desain produk terhadap keputusan pembelian sepeda motor Honda Non Matic. Populasi penelitian ini adalah konsumen yang menggunakan produk Honda Non Matic yang dipasarakan oleh Astra Honda Ungaran yaitu sebesar 3405 orang. Sedang sampel yang diambil sejumlah 100 orang. Alat analisis yang digunakan regresi linier berganda dan pengujian hipotesis. Berdasarkan hasil penelitian dapat disimpulkan ; terdapat pengaruh positif dan signifikan antara harga terhadap keputusan pembelian sepeda motor Honda Non Matic, terdapat pengaruh positif dan signifikan antara promosi terhadap keputusan pembelian sepeda motor Honda Non Matic, terdapat pengaruh positif dan signifikan antara desain produk terhadap keputusan pembelian sepeda motor Honda Non Matic.  

Abstract

Abstract : Very important purchasing decisions made by companies that sell motorcycle products in order to increase sales volume is through the analysis of what factors into consideration consumer in buying a motorcycle. The purpose in this study to analyze the effect of price, promotion and product design on purchase decisions Non Matic Honda motorcycles. The population of this research is that consumers use products that dipasarakan Honda Non Matic by Astra Honda Ungaran amounting to 3405 people. Medium samples were taken some 100 people. The analytical tool used multiple linear regression and hypothesis testing. Based on these results it can be concluded; contained a positive and significant correlation between the price of the purchase decisions of Non Matic Honda motorcycles, there is a positive and significant effect of the promotion of their purchasing decisions Non-Matic Honda motorcycles, there is a positive and significant relationship between product design against the bike buying decision Non Honda Matic

keywords : Harga, Promosi, Desain Produk, Keputusan Pembelian

Diposting tanggal 19 Maret 2013

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