ANALISIS PENGARUH PROMOSI, HARGA, KUALITAS PRODUK DAN LAYANAN PURNA JUAL TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA (Studi Kasus pada Mahasiswa Fakultas Ekonomi Universitas Diponegoro Semarang)

Abstract

The market share of Honda motorcycles in Indonesia has decreased. Even the top position in terms of motorcycle sales have for years held by Honda recently displaced by Yamaha. One of the causes that influence the decline in market share of Honda motorcycles is the decline in buying interest of consumers that become customers of Honda motorcycles to make a purchase again. In addition, a new motorcycle consumers are also less interested in buying Honda motorcycles. . This can be influenced by factors that are less effective promotions, the price is more expensive than the price offered by competitors, quality products that are still many shortcomings and also after-sales service which failed to give satisfaction to customers is an important factor that must be considered by the manufacturer Honda. This study uses multiple regression analysis with SPSS version 17.0. To get good estimation and interpretation of this study, the samples determined by 80 respondents. The sampling technique used in this research is by using purposive sampling. So the sample used is 80 students of the Faculty of Economics, University of Diponegoro in Semarang who had purchased Honda motorcycles produced over the year 2008 and is still produced. The research proves that the three independent variables are price, product quality and after sales service has a positive and significant influence on the dependent variable is the Honda motorcycle purchase decision. While one independent variable is the promotion does not have a significant effect for the respondent in determining the decision to buy Honda motorcycle. The test results of multiple regression showed that all independent variables (promotion, product quality, price and after-sales service) positive effect on purchasing decisions. The biggest positive influence on purchase decisions of Honda motorcycles in the Faculty of Economics, University of Diponegoro in Semarang is on a variable after-sales service with a coefficient 0.300, followed by variable rates with a coefficient of 0.294, then the variable quality of the product with a coefficient of 0.263, while the most influential variable low promotion variable with coefficient of 0.028