Pengaruh Marketing Mix Terhadap Keputusan Pembeli Motor Yamaha Pada PT. Hasjrat Abadi Manado

Zifora Rilifta Tjahyadi, Sontje Sumayku, Tinneke M Tumbel

Abstract


The purpose of this research is to find out the influence of marketing mix to the decision
of buyer of Yamaha motor at PT. Hasjrat Abadi Manado. The influence of the rapid
development of the era makes every company should always do research and
development to always be on a comfortable track. Seeing this, companies need to create
breakthroughs and strategic innovations in order to continue to increase revenue and
profits both quantitatively and qualitatively. PT. Hasjrat Abadi is the exclusive
distributor of Toyota and Yamaha vehicles in eleven leading provinces, parts of central
and eastern Indonesia. Tight competition is mainly happening on Yamaha and Honda
for the top spot. Yamaha motorcycle sales growth in December increased compared to
Honda. Therefore, researchers who are interested in taking the title of the research are:
"The influence of marketing mix to the decision of Yamaha motorcycle buyer in PT
Hasjrat Abadi Marketing mix is a combination of four variables or activity which is the
core of marketing company System: product, price, And distribution system (Assauri,
2011.) According to Schifman and Kanuk (2007) the decision is the selection of two or
more alternative options In other words, alternative choice must be available to a
person When making a decision Based on the results of research on the product test
obtained value (0.00) , The price has value (0,048), whereas place value (0,023) and
promotion is (0,001), the bias is said that all the variables are significant The discussion
can be summarized as follows: Products are partially positive and significantly
influence the decision of buyer motor Yamaha in PT Hasjrat Abadi Manado, the
product is variable te Which affect buyer decisions. Partially positive and significant
influence decision of Yamaha motorcycle buyer in PT Hasjrat Abadi Manado. Price is
the fourth highest variable. Variables that affect buyer decisions. Place was partially
positive and significant effect on the decision of Yamaha motorcycle buyers in PT.
Hasjrat Abadi Manado. Place is the third highest variable affecting buyer decisions.
Promotion partially have a positive and significant effect on purchasing decision of
Yamaha motor at PT. Hasjrat Abadi Manado. Promotion is the second highest variable
that influences buyer decisions. Simultaneously product, price, place and promotion
have an effect on signifikan to decision of buyer of Yamaha motor at PT. Hasjrat Abadi
Manado.
Keywords: Marketing Mix, Buyer Decision

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DOI: https://doi.org/10.35797/jab.5.003.2017.16561.%25p

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Diterbitkan Oleh:

Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi Manado, Indonesia.

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