Pengaruh Harga, Citra Merek Dan Promosi Terhadap Keputusan Pembelian Sepeda Motor Piaggio Di Kecamatan Medan Marelan

Satria Mirsya Affandy Nasution (Universitas Muhammadiyah Sumatera Utara)
Wiby Ferdi Hendrawan. (Universitas Muhammadiyah Sumatera Utara)

Jurnal SALMAN : Sosial dan Manajemen

This study aims to analyze the effect of price on the purchase decision of a Piaggio motorcycle in the Medan Marelan sub-district. To analyze the effect of brand image on purchasing decisions for Piaggio motorbikes in Medan Marelan sub-district. To analyze the effect of promotion on the purchase decision of a Piaggio motorcycle in the Medan Marelan sub-district. To analyze the effect of price, brand image and promotion on purchasing decisions of Piaggio motorbikes in Medan Marelan sub-district. The data collection technique used in this study was to use a questionnaire. The analysis technique used is multiple linear regression, classical assumption test, t test, F test and coefficient of determination. The results showed that partially, each variable of Brand Image Price and Promotion had an effect on the Purchase Decision of a Piagiio Motorbike in Medan District and simultaneously, the variable of Brand Image Price and Promotion had an effect on the Purchase Decision of a Piagiio Motorcycle in Medan Marelan District.