The Effect of Advertising, Sales Promotion, Personal Selling and Brand Image on the Purchase Decision of Honda PCX Motorcycle in Surabaya

Zulkarnain Aji Putra; I Gede Arimbawa

doi:10.29138/ijebd.v6i1.2150

Zulkarnain Aji Putra Department of Management, Narotama University, Surabaya
I Gede Arimbawa Department of Management, Narotama University, Surabaya, Indonesia

DOI: https://doi.org/10.29138/ijebd.v6i1.2150

Keywords: Advertising, Personal Selling And Brand Image and The Purchase Decision, Sales Promotion

Abstract

Purpose:. This study aims to analyze the effect of advertising, sales promotion, personal selling and brand image on purchasing decisions for Honda PCX motorcycles in the city of Surabaya.

Design/methodology/approach: The following research was conducted to analyze whether or not there is a relationship between the independent and dependent variables. Therefore, the researcher uses quantitative methods using objective measurements and mathematical analysis. The data analysis technique in this study used Multiple Linear Regression. The population in this study is people who use Honda PCX motorcycles, as many as 255 people.

Findings: The results of data analysis of the influence of independent variables, namely Advertising, Sales Promotion, Personal Selling, and Brand Image on the dependent variable Purchasing Decision obtained Fcount 9.875 > 2.40 with a significance level of 0.000 < 0.05, which indicates that Advertising, Sales Promotion, Personal Salling and Brand Image positive and significant effect on the Purchase Decision on. The dominant variable that affects the Purchase Decision is the Brand Image variable.

Research limitations/implications: The area determined in this study is the city of Surabaya. It is hoped that future research can further expand the research area to reach the province or country. It means that the remaining percentage is 41.6%. Other variables influence purchase decisions. With these results, it is hoped that future research can use other variables such as price, service after sales, and others variable

Paper type: Research paper

Downloads

Download data is not yet available.

References

Akbar, S. S., & Darmaputra, M. F. (2022). Pengaruh Periklanan, Publisitas Dan Promosi Penjualan Terhadap Keputusan Pembelian Konsumen (Studi Kasus Pada Konsumen UMKM Ikan Asap Demak). Ekombis Review: Jurnal Ekonomi & Bisnis, 10(1). https://doi.org/https://doi.org/10.37676/ekombis.v10iS1.2017

Arfah, Y. (2022). Keputusan Pembelian Produk. PT Inovasi Pratama Internasional.

Bancin, J. B. (2019). Pengaruh Citra Merek Terhadap Keputusan Pembelian Mobil Nissan Grand Livina Melalui Word of Mouth Sebagai Variabel Intervening di PT Wahana Trans Lestari Medan. https://repositori.usu.ac.id/handle/123456789/15158

Darmanto, T. B. (2017). Pengaruh Nauran Promosi terhadap Proses Keputusan Pembelian Warunk Upnormal Bandung. E-Proceeding of Management, 4(2). https://docplayer.info/68675600-Pengaruh-bauran-promosi-terhadap-proses-keputusan-pembelian-warunk-upnormal-bandung.html

Diana, A., Yusfiana, M., Harahap, M., Lubis, R., & Adoe, V. S. (2022). Buku Ajar E-Commerce.

Elmas, M. S. H., Hermanto, H., Yatiningrum, A., Rosita, N. M., & Rianti, E. M. (2018). Pengaruh Dimensi Bauran Promosi Terhadap Keputusan Pembelian Kartu Perdana Telkomsel. Jurnal Ilmiah Ecobuss, 6(1). https://ejournal.upm.ac.id/index.php/ecobuss/article/view/262

Haryani, D. S. (2019). Pengaruh Periklanan dan Promosi Penjualan terhadap Keputusan Pembelian pada Perumahan Griya Puspandari Asri Tanjungpinang. Jurnal Dimensi, 8(1). https://www.journal.unrika.ac.id/index.php/jurnaldms/article/view/1827

Hasnidar, Pratiwi, R., Winardi, M. A., Iswandi, M., Z, M. S., Andary, R. W., Sudirman, A., Subroto, F. . A., Jatinegara, K., Seseli, E., Putri, S. I., Satria, F., & Wardhana, A. (2021). Pemasaran Terpadu (H. F. Ningrum (ed.)). Media Sains Indonesia.

Hermawan, A. (2012). Komunikasi pemasaran (A. Maulana (ed.)). Erlangga.

Ikhlas, F. I., & Hasbi, I. (2019). Pengaruh Bauran Promosi Dan Citra Merek Terhadap Proses Keputusan Pembelian Produk House Of Smith Bandung. EProceedings of Management, 6(3). https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/11425

Jasmani, J., & Sunarsi, D. (2020). The Influence of Product Mix, Promotion Mix and Brand Image on Consumer Purchasing Decisions of Sari Roti Products in South Tangerang. PINISI: Discretion Review, 3(2). https://doi.org/https://doi.org/10.26858/pdr.v1i1.13409

Khoiriyah, U. Z., & Nurtjahjani, F. (2020). Pengaruh Citra Merek dan Diferensiasi Produk terhadap Keputusan Pembelian (Studi Kasus pada Konsumen McDonald’s MT. Haryono Malang). Jurnal Aplikasi Bisnis, 6(1). http://jab.polinema.ac.id/index.php/jab/article/view/425

Kinanti, M., Hafidhah, & Rina, A. (2020). Pengaruh Bauran Promosi terhadap Keputusan Pembelian ditinjau dalam Perspektif Ekonomi Islam (Studi Konsumen Toko Ratu Textile Banda Aceh). JIMEBIS, 1(2).

Muniarty, P., Verawaty, Hasan, S., Patimah, S., Hadmandho, T. C., Butarbutar, D. J. A., Pratisti, C., Ismail, Noor, A., Guntarayana, I., Fitriana, Sari, R. K., & Sihombing, C. M. (2022). Manajemen Pemasaran (M. Sari (ed.)). PT. Global Eksekutif Teknologi.

Nangoy, C. L., & Tumbuan, W. J. . A. (2018). The Effect of Advertising and Sales Promotion on Consumer Buying Decision of Indovision TV Cable Provider. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(3). https://doi.org/https://doi.org/10.35794/emba.v6i3.20179

Ningsih, Y. P., & Hati, S. W. (2017). Pengaruh Bauran Promosi terhadap Keputusan Pembelian Produk Accu Yuasa yang dipromosikan Distributor PT Riau Indotama Abadi di Batam. Journal of Applied Business Administration, 1(1). https://doi.org/https://doi.org/10.30871/jaba.v1i1.1255

Qomariah, N. (2020). Manajemen Sumber Daya Manusia (Teori, Aplikasi dan Studi Empiris). Pustaka Abadi.

Salim, M. A., & Djatmiko, T. (2017). Pengaruh Bauran Promosi terhadap Keputusan Pembelian Motor Honda Beat pada PT Cipulir Bengawan Megah Jaya. E-Proceeding of Management, 4(2).

Sunyoto, D. (2012). Dasar-dasar Manajemen Pemasaran: Konsep, Strategi, dan Kasus (1st ed.). PT Buku Seru.

Tarigan, E. D. S., Sabrina, H., & Syahputri, Y. (2020). The Influence of Lifestyle and Sales Promotion on Online Purchase Decisions for Home-Cooked Culinary during COVID-19 in Medan City, Indonesia. International Journal of Research and Review, 7(10), 140–144. https://www.ijrrjournal.com/IJRR_Vol.7_Issue.10_Oct2020/IJRR0020.pdf