Pengaruh Atribut Produk, Kualitas Produk Dan Promosi, Terhadap Keputusan Pembelian Mobil Merek Honda Di Kota Medan
Abstract: This study aims to
identify and explain the influence of product attributes, product quality, and
partial and simultaneous promotion on purchasing decisions. This type of
research is explanatory research with a quantitative approach. Sampling using
Non-Probability Sampling is the saturated sampling of 100 respondents using
multiple linear regression analysis techniques. The results showed that the
variable product attributes, product quality, promotion of partially significant
effect on purchasing decisions. The results of the simultaneous shows that the
variable product attributes, product quality, and promotion significantly
influence purchasing decisions. Therefore, the company should be able to inform
the Honda brand car with a better understanding of product attributes, product
quality, and price through the sales conversations, so that they are understood
in marketing their products.
Keywords: Product attributes,
product quality, promotion, purchase decision
Penulis: Bunga Aditi, HM
Hermansyur
Kode Jurnal: jpmanajemendd180188
