PENGARUH BAURAN PEMASARAN TERHADAP PERILAKU KONSUMEN DALAM MEMBELI SEPEDA MOTOR HONDA BEAT DI PANGKALAN BUN

Abstract

The purpose of this study was to: (1) determine the effect of the product, price, promotion and distribution simultaneously on consumer behavior in buying Honda Beat motorcycles in Pangkalan Bun, (2) determine the effect of the product, price, promotion and distribution partially on behavior consumers in buying Honda Beat motorcycles in Pangkalan Bun, and (3) determine the dominant variables that influence consumer behavior in buying Honda Beat motorcycles in Pangkalan Bun. The study takes a sample from a population and used a questionnaire as a data collection tool. The population in this study is that consumers who buy Honda Beat at Honda motorcycle dealers in Pangkalan Bun with samples taken by 50 respondents. The technique of collecting data through questionnaires and analyzed using multiple linear regression method. Based on the results of the regression analysis that the variable product, price, promotion and distribution simultaneously affect consumer behavior in buying Honda Beat motorcycles in Pangkalan Bun. The better performance of the marketing mix by dealers will lead to an increase in the purchase of motorcycles Honda Beat in Pangkalan Bun and vice versa. Partially, product, promotion, distribution have significant positive effect on consumer behavior in buying Honda Beat motorcycles in Pangkalan Bun, while variable price has significant negative effect on consumer behavior in buying Honda motorcycles Beat in Pangkalan Bun. Variable products are dominant variable influencing consumer behavior in buying Honda Beat motorcycles in Pangkalan Bun.