PENGARUH STRATEGI PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MOBIL BEKAS MEREK TOYOTA AVANZA DI UGENG JAYA MOTOR

Abstract

Toyota has for many years been the destination user to have four wheels as a means of everyday transportation. The assumption many people have experienced how a production vehicle Toyota has advantages and conveniences including Toyota Avanza. For some people, even many who are looking for the car in a state of a used or second. The purpose of this study to determine the influence of promotions and price strategy either partially or simultaneously to the used car buying decision on Toyota Avanza Ugeng Jaya Motor. Methods explanatory research which aims to test a theory or hypothesis to strengthen or even reject the theory or hypothesis of existing research using multiple linear regression analysis. The population in this study is that consumers who want to buy a car on Ugeng Jaya Motor, with the model formula Isac Michel (2013), obtained a sample of 100 consumers. The sampling technique used is accidental that the sample used in this study were 100 respondents results show promotional strategy and prices partially and simultaneously influence on purchasing decisions used car Toyota Avanza in Ugeng Jaya Motor. Toyota management and Ugeng Jaya Motor should evaluate factors influence prices because the price has the lowest compared with the promotional strategy to drive consumer purchasing decisions.

Keywords :, promotional strategies, pricing, purchasing decisions