Pengaruh Harga dan Promosi Terhadap Keputusan Pembelian Sepeda Motor Merek Yamaha
Keywords:
price, promotion, purchase decision, yamaha motorcycles, consumer behavior, market studyAbstract
The aim of this research is to examine the role of price and promotion in the purchase decision of Yamaha motorcycles in Surabaya City. Using a quantitative approach and multiple linear regression method, data collected from 100 respondents who are Yamaha motorcycle users were analyzed to identify the relationship between price, promotion, and the purchasing decision variable. The analysis results indicate that price and promotion significantly contribute to explaining the variations in the purchase decision, both partially and simultaneously. Furthermore, the price variable has a higher dominance compared to the promotion variable in influencing the purchase decision. These findings confirm that price is the main factor influencing the purchase decision of Yamaha motorcycles. The outcomes of this study are expected to provide a deeper understanding of the role of price and promotion in the purchase decision of Yamaha motorcycles in the Surabaya market.
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