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

Abstract

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. 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) , 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 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