PENGARUH KUALITAS LAYANAN, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA PT. MPM MOTOR SURABAYA

Abstract

The increasing congestion in big cities is the main factor in the high public interest in buying motorcycles. The market of motorcycles recently reflects a tight competition among the competitors business market especially in the transportation field. One of the perpetrators of this transportation business is PT. MPM Motor Surabaya. In order to win the market, every company has a goal to satisfy its customers, among others, by knowing the needs and desires of customers and providing satisfaction more effectively and efficiently. This research aimed to show the significant and positive correlation between three independent variables, i.e., service quality, price and promotion on the one dependent variable which was purchase decision. The research data processed was quantitative and it involved 101 respondents who were customers of MPM Motor Surabaya. Furthermore, the research data processed also used SPSS software and multiple linear regression methods. In order to fulfill the company’s goal of PT. MPM Motor Surabaya, the company was required to conduct periodic analysis of the three aspects studied, which were service quality, price and sales promotion.