PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA DI EKAJAYA SURABAYA

Abstract

The advanced and growing development of the world of technology, specifically in the field of transportation
particulary on two-wheeled vehicle has made. A lot people rely on two-wheeled vehicle as a means of
transportation to support their daily needs. This condition has influenced the enhancement of demand and it has
triggered the competition among producers. This research is meant to find out the influence of marketing mix to
the purchasing decision in conduting purchasing of Honda motorcycle at PT. Ekajaya Karunia Abadi Surabaya.
This research applies four independent variables i.e.: price, product, place, and promotion and one dependent
variable i.e. purchasing decision. In this research, 100 respondents have been selected from the customers who
purchase Honda motorcycle at PT. Ekajaya Karunia Abadi Surabaya. The data analysis method uses the
multiple linear regressions analysis, t-test, F test, and determination coefficient. The result of the research shows
that partially the result of t-test on price, product, place, and promotion variabels have significant influence to
the purchasing decision. The result of F test show that simultaneously price, product, place, and promotion have
significant influence to the purchasing decision. The result of determination coefficient is 56.3% shows that the
purchasing decision is influenced by some factors i.e.: price, product, place, and promotion while the remaining
54.5% is explained by other variabels outside the research variabels.

Keyword: Price, Product, Place, Ptomotion, and Purchasing Decision