PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP PERILAKU KONSUMEN DALAM PEMBELIAN MOBIL MITSUBISHI TRITON PADA PT. BOSOWA BERLIAN MOTOR MAKASSAR

Abstract

The influence of product quality, price, and promotion on consumer decisions on the purchase of a Mitsubishi Triton car at PT Bosowa Berlian Motor Makassar. This study aims to analyze the partial and simultaneous influence of product quality, price, and promotion on consumer decisions on the purchase of a Mitsubishi Triton car at PT Bosowa Berlian Motor Makassar. This study uses two approaches, namely a descriptive approach (descriptive research) and an explanatory approach (explanatory research). The object of this research is the Mitsubishi Triton car dealership company, precisely at the company PT. Bosowa Berlian Motor Makassar. Quantitative data analysis techniques were obtained from questionnaire results using multiple linear regression analysis (multiple regression analysis). Multiple linear analysis is performed to see the effect of the independent variable (X) which is indicated by product quality, price and promotion of the dependent variable (Y) indicated by the decision of purchasing a Mitsubishi Triton car. The results showed that partially showed that product quality variables influence the purchase decision of Mitsubishi Triton Cars, this shows that the better the quality of the product will further enhance the purchase decision of the Mitsubishi Triton Car. Partially shows that the variable price influences the purchase decision of the Mitsubishi Triton Car, this shows that the better the competitive price will be, the better the decision to purchase the Mitsubishi Triton Car. Partially shows that the promotion variable has a dominant influence on the purchase decision of the Mitsubishi Triton Car, this shows that the more frequent promotions will increase the purchase decision of the Mitsubishi Triton Car. Simultaneously shows that product quality (X1), price (X2) and promotion (X2) variables influence the purchase decision of Mitsubishi Triton (Y) which means that an increase in product quality, price and promotion will influence an increase in purchasing decisions of Mitsubishi Triton Cars by 73,6%.