pengaruh faktor-faktor bauran pemasaran tehadap keputusan pembelian ulang sepeda motor honda

Oleh :
Arum cahyasari - F1207541 - Fak. Ekonomi dan Bisnis

The purpose of this study was to determine the influence of marketing mix of product, price, promotion and distribution to repurchasing decisions either individually or jointly. Sampling technique with the purposive sampling method and number of samples used in this study of 100 respondents. Objects in this research is Laweyan society. The study sample is a Honda motorcycle owners in the Laweyan. Method of data analysis using multiple linear regression analysis, t test, f test and coefficient of determination. Based on data analysis concluded the following results: t test results showed that the product, price, promotion and distribution of partially significant influence over repurchasing decisions. F test results showed that the product, price, promotion and distribution of jointly have a significant effect of repurchasing. The most influential variables on repurchasing are a product of variables followed the distribution, promotion and price. The results of the coefficient of determination was 71.8%, this means repurechase are influenced by the factors of product, price, promotion and distribution. While the rest of 28.2% influenced by other factors that do not observation. Suggest provided for this research is to further research should expand the respondents so that the power of generalization of research results can be enlarged. Further research should add the variables, for not closing the possibility that the research involves more variables will be able to produce a better conclusion. KEYWORDS: product, price, promotion, distribution, repurchase