PENGARUH HARGA, IKLAN, CITRA MERK, DAN PELAYANAN PURNA JUAL TERHADAP KEPUTUSAN PEMBELIAN MOBIL WULING DI WILAYAH SURAKARTA

Suryo, Aryoto Adhi
Suddin, Alwi
Widajanti, Erni

Manajemen Sumber Daya Manusia
Vol 13, No 2 (2019): Manajemen Sumber Daya Manusia

This study entitled aims to explain the effect of price, advertising, brand image, and after sales service on purchasing decisions. In sampling, this study uses a purposive sampling technique, Data collection techniques were carried out by distributing questionnaires, sending via WA and interviewing 97 people directly in Wuling car users in the Surakarta Region.Data processing and analysis methods use qualitative analysis which includes the interpretation of data obtained in research as well as the results of data processing that have been carried out by providing information and explanations, as well as quantitative analysis which includes validity and reliability tests, classic assumption tests, multiple regression analysis, hypothesis testing through F test and t test and analysis of the coefficient of determination (R2).