PENGARUH HARGA, PROMOSI DAN KUALITAS PRODUK TERHADAP MINAT BELI SEPEDA MOTOR YAMAHA

Studi Pada Mahasiswa STAI Darussalam Sumatera Selatan

Abstract

This study aims to determine the effect of price, promotion and product quality on the interest in buying Yamaha motorcycles among students at Darussalam Islamic High School, South Sumatra. The population in this study were students at STAI Darussalam, South Sumatra. The sampling technique used was purposive sampling, so that a total sample of 70 people was obtained. The data obtained were then processed using the Eviews version 12 tool. The analysis technique used was multiple linear regression, and the classical assumption test used in this study included the normality test, multicollinearity, heteroscedasticity and autocorrelation.

The results of this study indicate that the effect of the price variable partially has an insignificant positive effect on purchase intention, while the influence of the promotion variable has no effect on purchase intention, and the product quality variable partially has a significant positive effect on purchase intention.