PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Pembeli dan Pengguna Honda Beat Series di Astra Honda Motor Gajahmada Semarang)

Abstract

products with various advantages. One of the automotive products that often discussed is honda
beat series. To face up fierce business competition honda beat series needs to influence
consumers to choose and buy products honda beat series. Many factors affect consumers in
making purchases, including Product Quality and Promotion. This study aims to determine the
quality of products and promotion for product purchase decision of honda beat series partially
and simultaneously. This type of research is explanatory research.
The questionnaire primary data is used and distributed to Semarang people who decided to buy
and use honda beat series at astra honda motor gajahmada semarang dealer, counted as many as
100 people. In the analysis used validity and reliability, correlation coefficient, coefficient of
determination, simple and multiple regression analysis, and significance test (t test and F test)
using SPSS 22.
The result of this study showed that the contribution given by product's quality (X1) toward
buying decision (Y) is 9.6%. The contribution given by promotion (X2) toward buying decision
(Y) is 23.9%. The contribution given by product's quality (X1) and promotion (X2) toward
buying decision (Y) is 24.1%. From the two variables that affect buying decision, promotion is
the most significant variable that affects the customer's decision to buy Honda Beat Series.