PENGARUH HARGA, KUALITAS PRODUK, IKLAN, PELAYANAN PURNA JUAL TERHADAP KEPUTUSAN PEMBELIAN AGYA

Abstract

This study is aimed to analyze the influence of price, product quality, advertising and aftersales services to the purchasing decision at Toyota dealers AUTO 2000 Surabaya BasukiRahmat. The population is all customers who have ever purchased or conduted agya automobile maintenance. The samplecollection technique has been done by using non-random sampling and purposive sampling technique. The samples are 100 respondents. The data analysis technique has been done by using reliability test, validity test, classic assumption test, multiple linear regression analysis, model feasibility test and t-test as hypothesis test. Based on the results of multiple linear regression analysis shows that sales price, product quality, advertisiment, aftersales service give positive influence to the purchasing decision. The result of partial test shows that the price, product quality, advertising and aftersales service give positive and significant influence to the purchasing decision. The level of correlation coefficient (R) which is generated between selling price, product quality, advertising and aftersales service with the purchasing decision is firm and has large considerable contribution.
Keywords : Price, product quality, advertising, aftersales service, purchasing decision.