PENGARUH HARGA, KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MOBIL XENIA (STUDI KASUS PT ASCO PRIMA MOBILINDO ASCO DAIHATSU SURABAYA)

Abstract

The economy’s competition was rapidly running, especially in the automotive industry. It made the companies compete to innovate in order to get the customers’ trust such as trust in purchase decisions. This research aimed to observe the effect of the variables of price, service quality, dkk promotion on the purchase decision of Xenia at PT. Asco Prima Mobilindo Asco Daihatsu Mastrip Branch Office Surabaya. Furthermore, this research was quantitative. Meanwhile, the research population used customers of Xenia at PT. Asco Prima Mobilindo Asco Daihatsu Mastrip Branch Office Surabaya. The data sources of this research used primary and secondary data, while the sample collection technique of this research used simple random sampling with forty-two respondents as the sample. In addition, the data analysis technique used multiple linear regression analysis with the instrument of SPSS (Statistical Product and Service Solution). On the other hand, the research result showed that price had a positive and significant effect on the purchase decision of Xenia at PT. Asco Prima Mobilindo Asco Daihatsu Mastrip Branch Office Surabaya, while service quality had a positive and significant effect on the purchase decision of Xenia at PT. Asco Prima Mobilindo Asco Daihatsu Mastrip Branch Office Surabaya., meanwhile, the promotion had a positive but insignificant effect on the purchasing decision of Xenia at PT. Asco Prima Mobilindo Asco Daihatsu Mastrip Branch Office Surabaya.
Keywords: Price, service quality, promotion, and purchasing decision.