PENGARUH LAYANAN PURNA JUAL TERHADAP KEPUTUSAN PEMBELIAN HONDA VARIO PADA PT TRIO MOTOR BANJARMASIN

Abstract

The purpose of this research is to know and analyze the influence of after sales service which consist of warranty, repair and spare part to purchase decision of Honda Vario 150 cc at Trio Motor Perintis Kemerdekaan Banjarmasin, and to know and analyze dominant variable which influence to purchasing decision of Honda Vario 150 cc at Trio Motor Perintis Kemerdekaan Banjarmasin. This type of research is quantitative with causal research design. The type of data used in this study is a qualitative data, while the data source used primary data and secondary data. The population of this study is all consumers who purchased Honda Vario 150 cc at PT Trio Motor in Perintis Kemerdekaan Street Banjarmasin. The sampling technique used in this research is purposive sampling method and data collection techniques by questionnaires. Data analysis method used is multiple linear regression method. The result of analysis shows that after sales service consist of warranty, reparation and spare part influence simultaneously to purchase decision of Honda Vario 150 cc in Trio Motor Banjarmasin. All three variables are able to influence the purchase decision of 58.9% while the remaining 41.1% is explained by other variables. Partially after sales service consisting of warranty, reparation and spare parts have an effect on purchasing decision of Honda Vario 150 cc in Trio Motor Banjarmasin. The amount of influence of warranty variable is 40,9% to consumer decision, repair variable equal to 57,6% to consumer decision, and spare component variable 48,1% to consumer decision. Reparation is the most dominant variable affecting purchase decision of Honda Vario 150 cc in Trio Motor Banjarmasin.