PENGARUH PROMOSI, HARGA, KUALITAS PELAYANAN, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOBIL MITSUBISHI XPANDER

Abstract

In the current competitive world of four-wheeled automotive, the need for means of transportation is very
important, at almost all levels of society. Technological changes from year to year that are increasingly advanced
cause human desires and needs to become increasingly complex. Technology manufacturers are competing
increasingly fiercely to seize existing opportunities to fulfill consumer wants and needs. This research aimed to
find out the effect of promotion, price, service quality, and product quality on the purchasing decision of the
Mitsubishi Xpander. Furthermore, the population was customers who owned Mitsubishi Xpander. The research
was quantitative. Moreover, the data were primary. The data collection technique used a nonprobability sampling,
i.e. saturated sampling. The data analysis technique used multiple linear regression. Additionally, results showed
that promotion, price, and product quality had a negative and significant effect. It meant that the variables affected
the purchasing decision. On the other hand, service quality had a positive and significant effect on the purchasing
decision. This means, the quality affected the purchasing decision.