PENGARUH KUALITAS PRODUK, HARGA, DAN PELAYANAN PURNA JUAL TERHADAP KEPUTUSAN PEMBELIAN PADA PT YAMAHA INDONESIA MOTOR CABANG SEMARANG

ABSTRACT This study aims to determine the effect of product quality, price and after-sales service on purchasing decisions at PT Yamaha Indonesia Motor MFG Semarang Branch. The population in this research is an unlimited number of buyers of Yamaha motorcycles in the city of Semarang. The sample is 100 respondents with Accidental Sampling techniques. The analytical method used is multiple linear regression analysis. Variation of variables Purchase decisions can be explained by variable product quality, price and after-sales service of 92.3%. Based on the hypothesis test (H1), hypothesis (H2) and hypothesis (H3) obtained t count > t table = 1.661 with a significant number t tabel =1,661 dengan angka signifikan < = 0,05 (signifikan), sehingga ketiga hipotesis tersebut terbukti. Sementara itu hasil dari analisis Regresi berganda diperoleh persamaan Y = 0,351 X1 +0,310 X2 + 0,335 X3. Koefisien regresi X1, X2 dan X3 semua bertanda positif,hal ini membuktikan adanya pengaruh yang positif dari variabel Kualitas produk, Harga, dan Pelayanan purna jual terhadap keputuasan Pembelian sepeda motor Yamaha di Kota Semarang. Kata Kunci : Kualitas Produk, Harga, Pelayanan purnajual dan Keputusan pembelian