PENGARUH PROGRAM MARKETING PUBLIC RELATIONS TERHADAP KEPUTUSAN PEMBELIAN MOBIL TYPE ERTIGA (Studi Kasus di Dealer Mobil Suzuki Ciledug)

Abstract

This study aims to determine the effect of the product, promotion, price and place and the price of purchasing decicions at car type ertiga. The independen variable are product, promotion, price and place affect the purchase decision as the dependen variable. The population in this study are customers dealer Suzuki Ciledug. Sample were taken of 50 respondents using a purposive sampling technique. Data was collected using a survey method through questionnaires filled out by customers. Then, the data obtained were analyzed using multiple regression analysis. This analysis include the validity test, reliability test, multiple regression analysis, classic assumption test, hypothesis testing through the F test and t test, and coefficient of determination analysis (R2). Based result, obtained regression equation Y = 1,943 - 0,027X1 + 0,025X2 + 0,397X3+ 0,657X4. Based on statical data analysis, the indications in this research is valid and the variable are reliable. In testing the assumption of classical, regression model multikolonieritas, does not occur heterokedasitas, and normal distribution. Individually, the variables have greater influence is product with the regression coefficient 0,027, followed by the promotion variable with a regression coefficient 0,025, price 0,397 and promotion 0,657. The computation of hypothesis using the t test showed that the variable price and place not significantly influence the purchase decision variable. Then through the F test can be know that the independen variable is feasible to test variable of purchasing decision can be explained by four independen variables in the regression quotation. The remaining 10,3% is explained by other variable out side of the three variable used in this research. Key Word: Product, Price, Place, Promotion and Purchasing Decisions