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Pengaruh Harga dan Promosi Terhadap Keputusan Pembelian Mobil Suzuki Karimun Wagon R di CV. Garuda Perkasa Semarang

*Guritna Wasesa Samudra  -  Department of Business Administration, Universitas Diponegoro, Indonesia
Andi Wijayanto  -  Universitas Diponegoro, Indonesia

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Abstract

Abstract: Transportation has become a fundamental need of human because without its existence humans can be isolated and cannot carry out mobility or movement. The automotive industry which developed rapidly in Indonesia has made the level of competition tighter, including the car industry. Suzuki Karimun Wagon R is one of the products marketed at CV. Garuda Perkasa Semarang. However, there are problems in selling this product at CV. Garuda Perkasa Semarang in two consecutive periods during 2018 to 2019 sales have decreased. This research had aim to measure the effect of price and promotion for purchase decisions of Suzuki Karimun Wagon R at CV. Garuda Perkasa Semarang. The type of this research is explanatory. The approach method used was purposive sampling technique which is distributed online through Google form. A total of 100 respondents who buy Suzuki Karimun Wagon R at CV. Garuda Perkasa Semarang City were used as sample with Likert’s Scale of measurement are being used in this research. Data analysis that being used are validity test, reliability test, coefficient of determination, simple and multiple linear regression, T test, then F test. The research concludes that price and promotion have positive and significant effect simultaneously or partially towards purchase decisions.

Keywords: Price; Promotion; Purchase Decisions

Abstrak: Transportasi telah menjadi kebutuhan fundamental manusia lantaran tanpa keberadaannya manusia bisa terisolasi dan tidak bisa melangsungkan mobilitas ataupun pergerakan. Industri otomotif yang berkembang pesat di Indonesia membuat tingkat persaingan makin ketat, termasuk perindustrian mobil. Suzuki Karimun Wagon R merupakan satu dari sekian produk yang dipasarkan di CV. Garuda Perkasa Semarang. Namun, terdapat permasalahan dalam penjualan produk ini di CV. Garuda Perkasa Semarang dalam dua periode berturut-turut selama tahun 2018 hingga tahun 2019 penjualan mengalami penurunan. Riset ini mempunyai tujuan guna mengetahui apakah harga dan promosi berpengaruh positif pada keputusan pembelian mobil Suzuki Karimun Wagon R di CV. Garuda Perkasa Semarang. Riset ini menggunakan tipe explanatory. Pendekatan metode yang digunakan yaitu purposive sampling yang disebarkan secara online melalui Google form. Sebanyak 100 responden pembeli mobil Suzuki Karimun Wagon R di CV. Garuda Perkasa Semarang dijadikan sampel riset dengan skala pengukuran memakai Skala Likert. Analisis data memakai uji validitas, uji reliabilitas, koefisien determinasi, regresi linear sederhana, regresi linear berganda, uji T, serta uji F. Temuan riset menunjukan bahwasanya harga dan promosi mempunyai pengaruh positif dan signifikan secara simultan ataupun parsial pada keputusan pembelian.

Kata Kunci: Harga; Promosi; Keputusan Pembelian

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Keywords: Price; Promotion; Purchase Decisions

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