PENGARUH DESAIN PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA BEAT PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA

AGISTA, DELLA (2019) PENGARUH DESAIN PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA BEAT PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

DELLA AGISTA, The Effect Of Design Product And Promotion On Purchase Decisions Of Honda Beat Motorbike In The Faculty Of Economics Student In State University Of Jakarta. Faculty of Economics, State University of Jakarta. This research was conducted in The Faculty of Economics Student in State University of Jakarta, for 6 months, starting from January to June 2018. The purpose of this study is to determine the effect of design product and promotion on purchase decisions of Honda Beat motorbike in The Faculty of Economics Student in State University Of Jakarta. The research method used is survey method with the correlation approach, population used are all student in The Faculty of Economics Student in State University of Jakarta. The sampling technique used technique of purposive sampling as many as 118 people. The resulting regression equation is Ŷ = 15,078 + 0,405 X1 + 0,376 X2. Test requirements analysis that estimates the error normality test regression of Y on X1 with Kolmogorov-Smimov test with significance level (α) = 5% or 0,05 estimates significance of Y equal to 0,200, X1 equal to 0,200, X2 equal to 0,200. Because the significance level is> 0.05 it can be concluded that the data is normally distributed and can be used. Testing linearity of regression Y on X1 and Y on X2 yields a significance value on Linearity, that is 0,000 <0.05, so it is concluded that it has a linear relationship. Hypothesis testing from the significance regression Y on X1 and X2 produces Fcount > Ftable which, 36,602 > 3,08, meaning that the regression equation is significant. Then performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 3,605 and ttable = 1,65821 and performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 3,653 and ttable = 1,65821. The value of correlation coefficient between variable of design product (X1) to purchase decisions (Y) equal to 0,576 and value of correlation coefficient between variable of promotion (X2) to purchase decisions (Y) equal to 0,578. Thus, there is a positive and significant relationship between design product and purchase decisions and there is a positive and significant relationship between promotion and purchase decisions. The coefficient of determination Y on X1 and X2 obtained by 0,402 indicating that 40,2% variable purchase decisions is determined by the design product and promotion. Meanwhile, the remaining 59,8% is influenced by other factors. Key word: Purchase Decision, Design Product, Promotion

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