PENGARUH KUALITAS PRODUK, PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA PT. ASTRA HONDA MOTOR DIPACIRAN LAMONGAN

Abstract

This research aimed to examine the effect of product quality, promotion, and price on the buying decisions of PT. Astra Honda Motor (A study at Dealer Maharani Citra Abadi, Lamongan). The research was explanatory-quantitative. The population was consumer of PT. Astra Honda Motor. Moreover, the data collection technique used accidental sampling, with 100 respondents as the sample. The data analysis technique used multiple linear regression with SPSS (Statistical Product and Servis Solution).The result, based on a t-test, showed that product quality had a significant positive relationship with the buying decisions of PT. Astra Honda Motor (A study at Dealer Maharani Citra Abadi, Lamongan). Likewise, the promotion had a significant positive connection with the buying decisions of PT. Astra Honda Motor (A study at Dealer Maharani Citra Abadi, Lamongan). Similarly, the price had a significant positive effect on the buying decisions of PT. Astra Honda Motor (A study at Dealer Maharani Citra Abadi, Lamongan), with the significant level of the three variable smaller than 0.05.