PENGARUH PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR MEREK HONDA DI PT. PATRIA ANUGRAH SENTOSA MENDALO JAMBI

Dameria Kurnia Putri, 1900861201232 (2024) PENGARUH PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR MEREK HONDA DI PT. PATRIA ANUGRAH SENTOSA MENDALO JAMBI. skripsi thesis, Universitas BATANGHARI Jambi.

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Abstract

Sales promotion plays a very important role in purchasing decisions. Therefore, the aim of this research is to determine sales promotions and purchasing decisions on motorbikes at PT. Patria Anugrah Sentosa Mendalo Jambi and to determine and analyze sales promotions on motorbike purchasing decisions at PT. Patria Anugrah Sentosa Mendalo Jambi. The research method in this research is quantitative descriptive research, namely quantitative research is research that is used to investigate, discover, describe and explain characteristics or sales promotions that cannot be explained. Variables are usually measured with research instruments so that data consisting of numbers can be analyzed based on statistical procedures. The number of respondents in this study was 95 people. PT. Patria Anugrah Sentosa – Mendalo is one of the most popular Honda showrooms in Jambi. This dealer is located in Mendalo Darat, Kecamatan Jambi Luar Kota, Kabupaten Muaro Jambi, Jambi 36361, Indonesia. Simple linear regression model with results Y = 10,626+481X. The regression coefficient for Sales Promotion Quality is 0.481. The coefficient of determination = R square (R2) is 0.516. This figure states that the Sales Promotion Quality variable (X) is able to influence the Purchase Decision variable (Y) by 51.6% and the remaining 48.4% is influenced by other factors not examined in this research. The conclusion of this research is that Sales Promotion (X) has a significant effect on the purchasing decision variable (Y). Keywords: Sales Promotion, Purchasing Decisions

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