PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR KAWASAKI

Abstract

The purchasing decision is the action of the customer in purchasing a product or goods which has been offered by
a certain store. The customer has influenced by the information about product, price, distribution and promotion
which are known as market mix also to consider other factors. This research is meant to find out the influence of
product, price, place, and promotion to the purchasing decision. The population of this research is all customers
who have ever purchased Kawasaki motorcycle at PT Surapita Unitrans Surabaya and the sample collection
technique has been done by using accidental sampling. The samples are 100 people. The analysis technique has
been done by using multiple linear regressions analysis. The result of test shows that the variables of product,
price, place, and promotion have an influence to the purchasing decision of Kawasaki motorcycle at PT Surapita
Unitrans Surabaya. This condition indicates that the models that have been used in this research are feasible to
be used for further analysis. This result is supported by the acquisition of coefficient correlation 70.2%, which
shows that the correlation among these variable to the purchasing decision is firm. The result of test shows that
partially the variables i.e. product, price, place, and promotion have positive and significant influence to the
purchasing decision of Kawasaki motorcycle at PT Surapita Unitrans Surabaya and product is the variable
which has a dominant influence to the purchasing decision.

Keywords: product, price, place, promotion and purchasing decision.