PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN KONSUMEN MEMBELI MOTOR YAMAHA FINO (Konsumen Motor YAMAHA FINO Di Kecamatan Bungku Tengah)

THE INFLUENCE OF PRODUCT QUALITY, PRICE AND PROMOTION ON THE DECISION OF CONSUMER
TO BUY YAMAHA FINO MOTORCYCLE
(The Consumers of Yamaha Fino Motorcycle in Central Bungku Sub-District)

Harmanto Hamid C 201 15 246 Management Department
Under The Supervision of Dr. Maskuri Sutomo, SE.,M.Si
ABSTRACT
This research aim: 1) to determine simultaneous effect of product quality, price, and promotion on the decision of consumers to buy Yamaha Fino motorcycle (The consumers of Yamaha Fino motorcycle in Central Bungku Sub-District), 2) to determine the partial effect of product quality on the decision of consumers to buy Yamaha Fino motorcycle (The consumers of Yamaha Fino motorcycle in Central Bungku Sub-District), 3) to determine the partial effect of price on the decision of consumer to buy Yamaha Fino motorcycle (The consumers of Yamaha Fino motorcycle in Central Bungku Sub-District), and 4) to find out the partial effect of promotion on the decision of consumer to buy Yamaha Fino motorcycle (The consumers of Yamaha Fino motorcycle in Central Bungku Sub-District). Type of the research was descriptive quantitative with the number of respondents were 60 people. The analytical method used Multiple Linear Regression Analysis to determine the effect of two or more independent variables on the dependent variable. The results of the research show: 1) product quality, price, and promotion have a simultaneous effect on consumers' decisions to buy Yamaha Fino motorcycles (The Consumers of Yamaha Fino Motorcycles in Central Bungku Sub-District), 2) product quality has a positive and significant effect on consumers’ decisions to buy Yamaha Fino motorcycle (The Consumers of Yamaha Fino motorcycle in Central Bungku Sub-District), 3) price has a positive but not significant effect on consumers' decisions to buy Yamaha Fino motorcycles (The Consumers of Yamaha Fino Motorcycles in Central Bungku Sub-District), and 4) promotion has a positive and significant effect on consumers' decisions to buy Yamaha Fino motorcycles (The Consumers of Yamaha Fino Motorcycles in Central Bungku Sub-District).

Keywords: Product Quality, Price, and Promotion