Publication Date: 2024/01/25
Abstract: Honda PCX is one of the type of scooter produced by Honda aiming at the premium scooter segment. Nowadays, this type is currently experiencing a surge in purchases at various motorbike distribution companies in Indonesia. This research focused was the automotive industry, motorcycle specifically, which currently obtainable almost all of society levels, genders, and ages. Consumer purchasing decisions are essentially based on various factors, some of which are promotions, service quality, and sales people's personal selling. In recent years, various studies have been carried out to determine the relationship between these variables and obtained mixed results. The promotions, service quality and personal selling have been carried out by the company, both tangibly and intangibly. Turns out, it is not sufficient to provide the sales target's stability of this type up to 60% in the last few months. Therefore, this quantitative research was carried out to find out the influence of promotional variables (X1), service quality (X2), and personal selling (X3) on the purchasing decision a Honda PCX at PT Wahanaartha Ritelindo Jatake Branch. This quantitative research was conducted on 188 consumers with the primary data distributed through questionnaires. The test results using SPSS show that: 1) promotion partially has no effect on consumer purchasing decisions, 2) service quality and personal selling have a partial effect on purchasing decisions, and 3) promotion, service quality, and personal selling have a simultaneous effect on The consumer's decision to buy a Honda PCX at PT Wahanaartha Ritelindo Jatake Branch is proven by the calculated statistical data.
Keywords: Promotion; Service Quality ; Personal Selling; Honda, Decision to Buy.
DOI: https://doi.org/10.5281/zenodo.10565960
PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT24JAN829.pdf
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