PENGARUH KUALITAS PRODUK, HARGA, PROMOSI DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN HONDA BEAT (Studi Kasus Pada Masyarakat Wadungasri Sidoarjo)

Abstract

Nowadays, the competition between the company is getting tighter. Therefore, the company takes the effort to have creative marketing plan by giving the orientation of product creation to fulfill the desire and needs of the consumers.This research aimed to find out the product quality, price, promotion, location on the purchasing decision of Honda Beat. Furthermore, the research method used the quantitative approach, and the population pf this research used the society of Wadungasri Sidoarjo who have ever ridden motorcycles Honda Beat. The sampel was taken with 100 respondents. This research used primary data and data analysis technique used the data instrument test method with validity test and reliability test, descriptive analysis, multiple regression analysis, classic assumption test with the instrument of SPSS application (Statistical and Service, Solution).Furthermore, the research result concluded that the society of Wadungasri was expected to pay attention to product quality, price, promotion, and location because it affects the purchasing decision. Moreover, the researcher sholud add other variables which not included in this research periods. On the other hand, this research concludded that the result of product quality, price, promotion, location had a positive and significant effect on the purchasing decision.
Keywords: product quality, price, promotion, location,purchasing decision.