Pengaruh Bauran Promosi Terhadap Keputusan Konsumen Dalam Pembelian Sepeda Motor Yamaha Pada PT. Dasatama Cemerlang Motorindo Kota Dumai

Zahrizal, Zahrizal (2022) Pengaruh Bauran Promosi Terhadap Keputusan Konsumen Dalam Pembelian Sepeda Motor Yamaha Pada PT. Dasatama Cemerlang Motorindo Kota Dumai. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to determine the effect of the promotion mix on consumer decisions in purchasing Yamaha motorbikes at PT. Dasatama Cemerlang Motorindo Dumai City. This type of research used descriptive survey with a quantitative approach with data derived from the answers of respondents who are consumers and employees of PT. Dasatama Cemerlang Motorindo Dumai City totaling 31 people. Data collection was carried out by means of observation, distributing questionnaires, and research documentation. Then the data obtained was distributed and analyzed descriptively, then analyzed statistically to get the influence between variables. The results of the study found that the promotion mix variable was in the influential category and the purchasing decision variable was in the influential category. From statistical calculations, it is found that the promotion mix variable has a significant influence on the purchase decision of a Yamaha motorcycle at PT. Dasatama Cemerlang Motorindo Dumai City which is shown a significant test, namely t count 4.485> 2.682 and there is a contribution from the promotional mix variable to purchasing decisions which is quite strong.

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