Pengaruh Bauran Promosi terhadap Keputusan Pembelian Sepeda Motor Honda Vario Techno 125 pada PT. Adira Dinamika Multifinance Tebing Tinggi.

Abstract

Promotion mix are activities that synergize all the elements - elements of the promotion mix (advertising, personal selling, sales promotion and public relations) owned by the company to inform the market of the products produced by the company, its usefulness, nature of the product, and the existence of the company itself. To determine the success of a promotional mix can be measured from the market response or potential consumers, where the response may be an act of purchase or consumers' assessment of promotional activities undertaken by the company. This study uses associative method is the method used to find the influence of independent and dependent variables. This study also uses a quantitative approach. This study has a sample of 80 people who are consumers of PT Adira Dinamika Multifinance Tebing Tinggi who bought Honda Vario Techno 125. Based on the results of a questionnaire distributed to respondents or consumers showed that the consumer gives a positive response to the promotional mix actions undertaken by PT Adira Multifinance dynamics in marketing the Honda Vario Techno 125 and test results - T show sales promotion have the highest level of influence than other promotional mix elements such as sales promotion, personal selling and Public Relations. Consumer purchasing decisions against Honda vario 125 in PT Adira Dinamika Multifinance are at a high level as evidenced by the positive results of the questionnaire given to the respondent and also the sales of Honda Vario Techno 125 in PT Adira Dinamika who always showed an increase in sales. Mix the influence of promotions on purchase decisions based on test results - F 174.310 F count results obtained with a probability value sig = 0.000. F count value (174.310)> F table (2.20) or the value sig. 0.000 <0.05. It could be concluded that Mix Promotion, Advertising, personal selling, Sales Promotion and Public relations together (simultaneously) influence the purchasing decision of consumers of Honda Vario Techno PT Adira Dinamika Multifinance. And based on the coefficient obtained results that the coefficient of determination R Square of 0.922. This shows that 92.2% Promotion Mix variable (X) can influence consumer purchasing decisions variable (Y). while the remaining 7.8% is influenced by other factors outside of the study.