PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN YAMAHA MIO (Studi Pada Harpindo Jaya Rembang)

Abstract

This research aimed to know product quality and promotion toward Yamaha Mio buying decision on PT. Harpindo Jaya Rembang. Research type used in this study was explanatory with population by 1.121 consumers, responded taken by 92 persons. Sampling method used purposive sampling technique. Analysis method used in this research was correlation analysis, simple linier regression and multiple linier regression with program assistant SPSS for Windows. Results of this study showed that product quality variable had significantly influence (partially) toward Yamaha Mio buying decision by 50.4%, promotion variable also had significant (partially) influence toward Yamaha Mio buying decision by 30.3%. Product quality variable and promotion variable concomitantly have influence toward buying decision by 70.2%. Product quality suggestion proposed in this study addressed to the Yamaha Mio producer was to keep its product quality and make efficient fuel. While suggestion for promotion variable, it’s better for PT. Harpindo Jaya Rembang to perform interesting promotion on highly frequency and doing various selling promotion.