Open AccessPENGARUH HARGA, PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA PT. HONDA INDAKO BINJAI
Author(s) -
Rosa Ningsih Dachi,
Nawary Saragih,
Peran Simanhuruk
Publication year - 2021
Publication title -
jurnal manajemen dan bisnis
Language(s) - English
Resource type - Journals
eISSN - 2685-7294
pISSN - 1412-0593
DOI - 10.54367/jmb.v21i2.1414
Subject(s) - purchasing , mathematics , brand image , promotion (chess) , f test , test (biology) , linear regression , advertising , statistics , regression analysis , operations management , engineering , business , political science , paleontology , politics , law , biology
The purpose of this study was to determine and explain the effect of price, promotion and brand image on purchasing decisions at PT. Honda Indako Binjai. Data collection was carried out by distributing questionnaires to 96 consumers who already owned a Honda Scoopy stylish sporty motorbike. Testing techniques used in research are validity testing, reliability testing, multiple linear regression analysis, hypothesis testing (F test and t test) and analysis of the coefficient of determination. Data analysis using SPSS version 22. From the results of the study showed multiple linear regression equations where: Y= 4.740+0.369X1+0.145X2+0.251X3+e. Simultaneously (F test) price, promotion, and brand image have a positive and significant effect on purchasing decisions (F-count of 50.344 > F-table 2.70). Partially (t test) the price has a positive and significant effect on purchasing decisions where t-count 5.545>t-table 1.66159 with a significant level of 0.000 t-table1,66159 with a significant level of 0.000 t-table 1.66159 with a significant level of 0.013