PENGARUH PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MOBIL MITSUBISHI PADA PT. SUN STAR MOTOR SINGARAJA

Authors

  • I MADE TRI SANDITA .
  • Ni Luh Wayan Sayang Telagawathi, S.E., M .
  • Gede Putu Agus Jana Susila, S.E., MBA. .

Abstract

Tujuan dari penelitian ini adalah untuk menguji pengaruh (1) promosi dan harga terhadap keputusan pembelian, (2) promosi terhadap keputusan pembelian dan (3) harga terhadap keputusan pembelian pada PT. Sun Star Motor Singaraja. Desain penelitian yang digunakan adalah kuantitatif kausal. Subjek penelitian ini adalah seluruh konsumen PT. Sun Star Motor Singaraja, dan objeknya adalah promosi, harga dan keputusan pembelian. Populasi penelitian ini berjumlah 65 konsumen yang semuanya dijadikan unit pengamatan, sehingga penelitian ini termasuk penelitian populasi. Data dikumpulkan dengan kuesioner dan wawancara serta dianalisis dengan analisis regresi linier berganda. Hasil penelitian menunjukkan: (1) promosi dan harga berpengaruh terhadap keputusan pembelian, (2) promosi berpengaruh terhadap keputusan pembelian dan (3) harga berpengaruh terhadap keputusan pembelian pada PT. Sun Star Motor Singaraja.
Kata Kunci : promosi, harga, keputusan pembelian.

This study is aimed to examine the effects of (1) promotion and price towards purchase decision, (2) promotion towards purchase, and (3) price towards purchase at PT. Sun Star Motor Singaraja. Research design used in this study is causal qualitative. The subject of this study is the entire consumers of PT. Sun Star Motor Singaraja, and the object of the study are promotion, price, and purchase decision. The population of this study were 65 consumers which all of them were used as unit of observation, resulting this study is categorized as population study. The data were collected using questionnaire and interview, and analyzed using multiple linear regression analysis. The result of this study showed: (1) promotion and price took effect towards purchase decision, (2) promotion took effect towards purchase decision and (3) price took effect towards purchase decision at PT. Sun Star Motor Singaraja
keyword : promotion, price, purchase decision

Published

2019-02-27

How to Cite

., I. M. T. S., ., N. L. W. S. T. S. M., & ., G. P. A. J. S. S. M. (2019). PENGARUH PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MOBIL MITSUBISHI PADA PT. SUN STAR MOTOR SINGARAJA . Jurnal Manajemen Indonesia, 5(2). Retrieved from https://ejournal.undiksha.ac.id/index.php/JMI/article/view/16933

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