KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN YAMAHA FAZZIO PADA ASTRA MOTOR KABUPATEN JEMBRANA

Abstract

Progress over time is very significant, especially for business people who focus on their target market by following millennial trends which are popular with consumers. This is the background to the release of the Yamaha Fazzio in 2023, a new generation that combines the use of petrol with batteries as a more economical and environmentally friendly power source. Of course, this influences the decision to buy a product. The research model uses explanatory research by carrying out a data collection process based on interviews using data collection tools through questionnaires. The sample used was only 50 people from the population, namely employees who worked at Astra Motor in 2023, Jembrana Regency. Theresearch method is quantitative and sample calculation uses purposive sampling adapted to the provisions. Data analysis process using multiple linear regression analysis. The research results show that there is a significant influence regarding product quality, price and promotion regarding the decision to purchase Yamaha Fazzio products in 2023 at Astra Motor, Jembrana Regency.

Keywords: product quality, price, promotion, purchasing decisions