PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MOBIL BEKAS DI SAPUTRA MOTOR

Abstract

This research aimed to find out the effect of product quality, prize, and promotion on selling decision by consuments of second-hand car in Saputra Motor, Surabaya. The technique of data collection used non-probability sampling technique, that doesn’t allow the same chance for each member of the population to become a sample. While, the research data were taken based on questionnaire of 94 respondents, and choosen by purposive sampling method. This method was due to criteria or certain considerations that had been decided by the researcher. In addition, the data analysis technique used multiple regression linier with SPSS (Statistical Product and Service Solutions) version 25. The research result concluded that the product quality had positive significant on selling decision since the consuments were interested in buying a product with good quality. While, the prize had positive significant influence on selling decision as lower prize; and appropriate benefit would affect the consuments to buy the product. In addition promotion had positive and significant effect on selling decision since the more interesting promotion lead more consuments to buy the product. In brief, selling decicion could be influenced by product quality, prize, and promotion.
Keywords: Product quality, Price, Promotion, Selling decision