PENGARUH PRODUK DAN PROMOSI TERHADAP KEPUTUSAN KONSUMEN MEMBELI MOTOR HONDA BEAT (STUDI PADA CV. MUTIARA TIMOR START KUPANG)

Abstract

This study aims (1) To determine and analyze the partial influence of Product on consumer purchasing decisions at CV. Mutiara Timor Star. (2) To determine and analyze the partial influence of promotion on consumer purchasing decisions at CV. Mutiara Timor Star. (3) Whether product and promotion simultaneously have a significant influence on consumer purchasing decisions at CV. Mutiara Timor Star. To achieve these objectives, a sample of 86 respondents was selected at CV Mutiatra Timor Star in Kupang. Data collection was carried out using questionnaires, interviews, literature and documentation. The data analysis techniques used were descriptive analysis, classical assumptions and multiple linear regression using SPSS 25. The results of the descriptive analysis showed that the average percentage of the "Agree" and "So-so" categories dominated the three variables. For the Product variable (X1) , the average number of respondents who answered "Agree" was 35%, "So-so" was 41% . In the Promotion variable (X2) , the average "Agree" was 29% , "So-so" was 48% and the Consumer Decision variable (Y), the average "Agree" reached 38%, and "So-so" was 35% . The results of the regression analysis showed the results of the F test, it was known that the Product (X1) and Promotion (X2) variables simultaneously had a significant effect on Consumer Decisions, because the significance value was 0.001 <0.05 and the calculated F value obtained was 18,470 and the F table obtained a result of 2.83 F count > F table l. Meanwhile, the results of the t test showed that partially, the Product variable (X1) had a significant effect on Consumer Decisions Because t count = 3,783 > t table = 2.018 and Sig. value = 0.001 < a = 0.05 , while the Promotion variable (X2) also has a significant partial effect because t count = 5.147 > t table = 2.018 and Sig. value = 0.001 < a = 0.05 . Thus, it can be concluded that Promotion variable (X2) shows a more dominant influence on Consumer Decisions compared to Product (X1), with a t-value of 5,147 which is higher than the t-value of Product of 3,783, and both have a significance value below 0.05. It is recommended that CV Mutiara Timor Star prioritize strengthening promotional strategies through targeted and attractive media, in order to increase consumer attraction to the product. In addition, the company also needs to maintain and improve product quality so that the promotion carried out has an optimal impact on purchasing decisions.