The Effect of Product Quality, Price and Promotion on Purchase Decisions of Wuling Brand Cars
DOI:
https://doi.org/10.47747/icbem.v1i1.1256Abstract
The formulation of the research problem is whether there is an influence of product quality, price and promotion on the decision to purchase a Wuling brand car in Seberang Ulu II District, Palembang City? This research includes associative research. The research sample was 68 people using purposive sampling technique . The data collection method in this study is a questionnaire (questionnaire) and documentation i. The data analysis technique used is multiple linear regression with the F test hypothesis, t test, and the coefficient of determination. The results of the research analysis show that: 1) there is an effect of product quality, price and promotion on the decision to purchase a Wuling Brand car in Seberang Ulu II District, Palembang City, 2) there is an influence on product quality on the decision to purchase a Wuling Brand car in Seberang Ulu II District, Palembang City, 3 ) there is an effect of price on the decision to purchase a Wuling Brand car in Seberang Ulu II District, Palembang City, 4) there is an influence of promotion on the decision to purchase a Wuling Brand car in Seberang Ulu II District, Palembang City.
References
Albert Budiyanto. (2018). Pengaruh Citra Merek, Kualitas Produk, Promosi dan Harga Terhadap Keputusan Proses Pembelian Konsumen Mobil Mitsubishi Expander. Jurnal Manajemen Bisnis ESENSI, Vol. 21 No. 3 Maret 2018, Hal. 34-44.
Alma, Buchari. (2017). Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.
Angipora, M P. (2018). Dasar-dasar Pemasaran. Jakarta: PT Raja Grafindo Persada.
Christy Jacklin Gerung. (2018). Pengaruh Kualitas Produk, harga dan Promosi Terhadap Keputusan Pembelian Mobil Nissan X-Trail pada PT. Wahana Wirawan Manado. Jurnal EMBA, Vol.5 No.2 Juni 2017, Hal. 2221-2229, ISSN 2303-1174.
Hermansyur. (2018). Pengaruh Kualitas Produk, Citra Merek, Harga, dan Promosi, Terhadap Keputusan Pembelian Mobil Merek Honda di Kota Medan. Jurnal Konsep Bisnis dan Manajemen, Vol 3 No. 1 2017, Hal. 12-22; ISSN: 2407- 2648 (p), ISSN: 2407-263X (online).
Kotler, P. (2018). Manajemen Pemasaran. Jakarta: Prenhallindo.
Kotler, P., & Armstrong, G. (2018). Prinsip-prinsip Pemasaran. Jakarta: Erlangga. Kotler, P., & Keller, K. L. (2018). Manajemen Pemasaran. Jakarta: Erlangga.
Putri Arista Widyasmoro. (2019). Pengaruh Harga, Kualitas Produk dan Promosi Terhadap Keputusan Pembelian Mobil Merek Toyota Sienta di PT. Nasmoco Gombel Semarang. Jurnal Administrasi Bisnis, Vol. IX, No. IV.
Sangadji, E.M., dan Sopiah. (2018). Perilaku Konsumen: Pendekatan Praktis Disertai: Himpunan Jurnal Penelitian. Yogyakarta: Penerbit Andi.
Tjiptono, F. (2017). Pemasaran Strategi. Yogyakarta: Andi Offset.
YB Andre Marvianta. (2022). Pengaruh Harga, Kualitas Produk, dan Promosi terhadap Citra Merek dan Implikasinya pada Keputusan Pembelian Mobil Diecast. Jurnal Pendidikan Tambusai. Volume 6 Nomor 1 Tahun 2022, Halaman 3356-3365
