PENGARUH PRODUK, HARGA, PROMOSI DAN PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN CATERPILLAR MODEL 320 NG DI PT TRAKINDO UTAMA CABANG SURABAYA

Fikri, Mukh Nuril (2019) PENGARUH PRODUK, HARGA, PROMOSI DAN PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN CATERPILLAR MODEL 320 NG DI PT TRAKINDO UTAMA CABANG SURABAYA. Diploma thesis, STIE MAHARDHIKA.

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Abstract

This study aims to determine the factors that influence the purchase decision of Caterpillar Model 320 NG in the PT Trakindo Utama Surabaya Branch. Through multiple linear regression analysis, the regression equation found in this study is Y = 14,834 + 0.149X1 + 0.514X2 + 0.639X3 + 0.114X4 + e. Through the F test the first hypothesis was obtained in this study that simultaneously Products, prices, promotions and services have a significant influence on the purchasing decisions of the Caterpillar 320 NG model at the PT Trakindo Utama Surabaya branch. Through the t test the second hypothesis found in this study that product variables (X1) and service variables (X4) partially do not have a significant effect on purchasing decision variables (Y), while price variables (X2) and promotion variables (X3) partially have significant influence on purchasing decision variables (Y). The third hypothesis is obtained through the largest beta value in multiple linear regression analysis that the promotion variable has a dominant influence on the purchasing decision of the Caterpillar 320 NG model at the PT TrakindoUtama Surabaya branch.

Item Type:	Thesis (Diploma)
Uncontrolled Keywords:	product, price, promotion, service, purchase decision
Subjects:	Manajemen
Divisions:	S1 Manajemen
Depositing User:	Unnamed user with email lib.stiemahardhika@gmail.com
Date Deposited:	28 Feb 2020 04:17
Last Modified:	03 Jan 2023 08:41
URI:	http://repository.stiemahardhika.ac.id/id/eprint/1376

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