ANALISIS ATRIBUT PRODUK, PROMOSI, PRIBADI DAN PSIKOLOGIS TERHADAP KEPUTUSAN PEMBELIAN HONDA BRIO DI JAWA TENGAH

Authors

  • Leonezer Siadari Program Studi Manajemen Sekolah Tinggi Ilmu Ekonomi Surakarta, Indonesia
  • Pardi Pardi Prodi Manajemen, Sekolah Tinggi Ilmu Ekonomi Surakarta, Indonesia

DOI:

https://doi.org/10.29040/jie.v6i2.5745

Abstract

This study aims to analyze the effect of product, promotional, personal and psychological attributes on purchasing decisions for Honda Brio at Dealers in Central Java. The population includes users of Honda Brio cars. Probability sampling technique used through Simple Random Sampling approach with 100 respondents. Data processing using Normality Test, Multicollinearity, Heteroscedasticity, Multiple Linear Regression Analysis, T Test, F Test, and Coefficient of Determination. The results found that product attributes, personal, psychological have a significant and positive influence on purchasing decisions, while promotions have no influence on purchasing decisions but have a positive relationship. The results of the coefficient of determination test that purchasing decisions are influenced by product attributes, promotions, personal and psychological variables by fifty seven point nine percent and the rest are influenced by other variables outside of this study. Keywords: Product Attributes, Promotion, Personal, Psychological, Purchase Decision

References

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Published

2022-07-31

How to Cite

Siadari, L., & Pardi, P. (2022). ANALISIS ATRIBUT PRODUK, PROMOSI, PRIBADI DAN PSIKOLOGIS TERHADAP KEPUTUSAN PEMBELIAN HONDA BRIO DI JAWA TENGAH. JURNAL ILMIAH EDUNOMIKA, 6(2), 1142–1155. https://doi.org/10.29040/jie.v6i2.5745

Issue

Vol. 6 No. 2 (2022): EDUNOMIKA : Vol. 06, No. 02, 2022

Section

Articles

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