PENGARUH VARIASI PRODUK, HARGA DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN KONSUMEN DALAM MEMBELI MOTOR YAMAHA N-MAX DI WONOGIRI

Dwi Warni Wahyuningsih

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Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing Consumer Retail Behavior Studies

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh variasi produk, harga dan promosi penjualan terhadap keputusan konsumen dalam membeli motor Yamaha N-Max di Wonogiri. Teknik analisis data yang digunakan adalah uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linier berganda, uji t, uji F, koefisien determinasi (R²). Hasil peneltian menunjukkan variasi produk berpengaruh positif dan signifikan terhadap keputusan pembelian, harga berpengaruh positif dan signifikan terhadap keputusan pembelian dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan variasi produk, harga dan promosi memiliki pengaruh signifikan terhadap keputusan pembelian. Kata kunci : variasi produk, harga, promosi, keputusan konsumen.

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2008Benefits of Training and Development for Individuals and Teams, Organizations, and Society 2005The Role of Relational Information Processes and Technology Use in Customer Relationship Management 2005Impediments to sales force automation

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