Pengaruh Marketing Mix Terhadap Keputusan Pembelian Sepeda Motor Di Dealer “Trijaya Motor” Surakarta - Hartati Dyah Wahyuningsih - STMIK AUB Surakarta (SPEED - Sentra Penelitian Engineering dan Edukasi, 2017)
Abstract - Indonesia's economic development in the country, especially in the motorcycle trade industry is now very rapidly and attracted the attention of researchers to conduct research, particularly in purchasing decisions motorcycle Dealer "Trijaya Motor" Surakarta. This study entitled "Effect of Marketing Mix on Customer Purchase Decision". The research aimed to determine the effect of product, price, promotion, and distribution of motorcycles on purchasing decisions in the Dealer "Trijaya Motor" Surakarta. This study is a survey research data used in this research is primary data and secondary data of customers who make purchases of motorcycles in the Dealer "Trijaya Motor" Surakarta as many as 100 customers. As an object of research, where the data collection instruments in the form of a list of questions (questionnaire). The analytical methods used: validity and reliability test, hypothesis testing using multiple linear regression analysis test, t-test, F, R2 test and classical assumption.Keyword: Decision Buyers, Product, Price, Promotion and Distribution Channel. Abstrak - Perkembangan perekonomian di negara Indonsia khususnya dalam industri perdagangan sepeda motor sekarang ini sangat pesat dan menarik perhatian peneliti untuk melakukan penelitian, khususnya keputusan pembelian sepeda motor di Dealer “Trijaya Motor” Surakarta. Penelitian ini dengan mengambil judul “Pengaruh Marketing Mix terhadap Keputusan Pembelian oleh Pelanggan”. Adapun tujuan penelitian ini untuk mengetahui pengaruh produk, harga, promosi, dan distribution terhadap keputusan pembelian sepeda motor di Dealer “Trijaya Motor” Surakarta. Penelitian ini merupakan penelitian survey, data yang dipergunakan dalam penelitian ini data primer dan data sekunder pelanggan yang melakukan pembelian sepeda motor di Dealer “Trijaya Motor” Surakarta sebanyak 100 pelanggan. Sebagai obyek penelitian, dimana instrumen pengumpulan data berupa daftar pertanyaan (kuesioner). Adapun metode analisis yang dipergunakan: uji validitas dan uji reliabilitas, uji hipotesis menggunakan uji analisis regresi linier berganda, uji t, uji F, uji R2 dan uji asumsi klasik.Keyword : Keputusan Pembeli, Produk, Harga, Promosi dan Saluran Distribusi.