Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Sepeda Motor Merek Honda di Kota Pontianak

Abstract

Motorcycles are one of the vehicles that are mostly used by the people of Pontianak city, therefore it requires companies to have a good marketing strategy, one of which is using a marketing mix. This study used a quantitative method with hypothesis testing using partial tests and simultaneous tests. The results of the partial hypothesis test stated that the product variable had a significant value of 0.302 while the price, place and promotion variables had an effect with a significantly smaller value than t table, namely 0.05. Simultaneously test the hypothesis with a Fcount value of 64.759. It can be concluded that the hypothesis with the results of the t test states that the product variable has no positive and significant impact on purchasing decisions while the price, place and promotion variables have an effect. the results of the f test state that the independent variables tested simultaneously have a positive and significant effect on the dependent variable.