PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA DI AUTO 2000 PENCINDILAN

Abstract

The purpose of this research is to test and analyze the influence of product, price, promotion, and place
to the purchasing decision of Toyota on Auto 2000 Pecindilan. The population of the research has been
done by using the customers who ever done or doing the purchasing Toyota on Auto 2000 Pecindilan,
the number of respondents are 100 with the simple random sampling has been used as the sample
collection technique, in order to collect the primary data it has been used the research instrument with
the questionnaire after the validity and reliability test. Meanwhile, the data analysis has been done by
performing multiple linear regressions. Based on the result of the research shows that the value of
coefficient determination (R
) in the variables of product, price, promotion, and place to the variable of
purchasing decision of Toyota car on Auto 2000 Pencindilan, whether it give a big contribution or
not. The result of regression analysis stated that the variables of product, price, promotion, and place
have positive influence to the purchasing decision of Toyota car on Auto 2000 Pencindilan. Goodness
of fit test shows that the regression model is able to use in order to predict the influence of product,
price, promotion, and place to the dependent variable of purchasing decision of Toyota car on Auto
2000 Pecindilan. The hypothesis test has been done by using t test in order to test the coefficient
regressions which is partially it obtained a result that the variables of product, price, promotion, place
have significant influence to the purchasing decision of Toyota car on Auto 2000 Pencindilan.
Meanwhile, the variable of product is the dominant variable.

Keywords:Product, Price, Promotion, Place and Purchasing Decision