Pengaruh Bauran Pemasaran (Marketing Mix) terhadap Keputusan Konsumen dalam Membeli Motor Suzuki Jenis Bebek pada PT. Sinar Galesong Pratama

Abstract

ABSCTRACT
The objectives of this research are: (1) to examine the influence of marketing mix variables which consist of products, prices, places (distributional canals), and promotions to customer decision on buying low-end Suzuki motorcycle at Sinar Galesong Pratama Makassar Ltd., (2) to examine the marketing mix variables dominantly influencing the customer decision on buying low-end Suzuki motorcycle at Sinar Galesong Pratama Makassar Ltd. The technique used in collecting data was simple random sampling where the number of subjects was 100 respondents. A quantitative method was used to analyze the data with Multiple Linear Regression Analysis, F Test, and T Test. The result showed that variable of products (X1), prices (X2), places (X3), and promotions (X4) generally and partially, in positive way, influenced customer decision on buying low-end Suzuki motorcycle at Sinar Galesong Pratama Makassar Ltd. This indicated that the contribution of the four variables to customers was 64.3% respectively, and 35.7% was inspired by other unmentioned variables. Meanwhile, the most dominant variable was the products (X1) with coefficient of 0.549.
Keywords: Product; Price; Place; Promotion; Customer Decision