PENGARUH PROMOSI DAN HARGA JUAL TERHADAP KEPUTUSAN PEMBELIAN MOTOR (STUDI KASUS PADA BENGKEL ESA MOTOR KOTA BENGKULU)

Abstract

This study aims to determine the effect of promotion and price on purchasing decisions at the Esa Motor bike shop by using multiple linear regression analysis method. From the t-test results, the promotion variable (X1) has an influence on purchasing decisions (Y) and the selling price variable (X2) has an influence on purchasing decisions (Y). Overall there is an effect of promotion (X1) and price (X2) together on purchasing decisions at the Esa Motor bikeshop. The coefficient of determination (R2) is 0.286 or (28.6%) this means that the promotion variable (X1) and price (X2) contributed to the purchase decision by 28.6% while the loss of 71.4% was another variable that could not be investigated in this study.