HUBUNGAN ANTARA ATRIBUT PRODUK DAN PROMOSI DENGAN KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA SUPRA PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA

KARTIKA, DYAH (2019) HUBUNGAN ANTARA ATRIBUT PRODUK DAN PROMOSI DENGAN KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA SUPRA PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

DYAH KARTIKA, The Correlation Between Product Atributes And Promotion With The Purchase Decision Honda Supra Motorcycle In The Faculty Of Economics Student State University Of Jakarta In Jakarta. This research was conducted in The Faculty of Economics Student in State University of Jakarta, for 6 months, starting from January to June 2019. The purpose of this study is to determine the correlation between product atributes and promotion with the purchase decisions Honda motor in The Faculty of Economics Student in State University of Jakarta. The sampling technique used was a Purposive sampling technique of 110 people. The resulting regression equation is Ŷ = 56.485 + 0, 340 X1 + 0.509 X2. The requirements analysis test is the normality test with the Kolmogorov-Smirnov test with a significance level (α) = 5% or 0.05 and yields a significant level of Y worth 0.200, X1 is 0.200, X2 is 0.200. Because the significance level of the three variables is> 0.05, it can be concluded that the data are normally distributed and can be used in subsequent analyzes. The regression linearity test Y for X1 and Y over X2 produces a significance value on Linearty, which is 0,000 <0,05, so it can be concluded that it has a linear relationship. From the Y significance regression test for X1 and X2 it produces Fcount <Ftable which is 94.102 <3.08 and the regression linearity test Y on X2 produces Fcount> Ftable which is 94.102> 3.08, so it is concluded that the regression equation is significant. Next, the t test and Y above X1 thitung = 3.951 and t table = 1.65922 are carried out. The correlation coefficient between product attribute variables (X1) has a purchase decision (Y) of 0.719 and the correlation coefficient between the promotion variable (X2) for the purchasing decision (Y) is 0.765. So, there is a positive and significant relationship between product attributes with purchasing decisions, as well as a positive and significant relationship between promotion with purchasing decisions. Thus, it can be concluded that there is a positive and significant relationship between product attributes and promotions with purchasing decisions. The determination coefficient Y for X1 and X2 obtained is 0.638 which indicates that 63.8% of the purchase decision variables are determined by product attributes and promotions. Meanwhile, the remaining 36.2% is influenced by other factors. Key word: The Purchase Decisions, Product Atributes, Promotion

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