PENGARUH DESAIN PRODUK DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN PADA SEPEDA MOTOR YAMAHA VEGA

Abstract

One of the companies engaged in the field of automotive production sector that produces two-wheeled vehicles, namely PT Yamaha Motor Kencana Indonesia (YMKI). In terms of design offered the Yamaha has a soul of a modern and sporty design in accordance with changing times. In addition with an attractive design, Yamaha also do sales promotions such as discounts, gifts jacket and helmet, and test drive events. However, sales of Yamaha vega who every year sales decline. The purpose of study is to analyze and discuss the influence of product design and sales of promotion of the purchase decision on motorcycle Yamaha vega. Samples taken as many as 210 respondents. Measuring instrument used was a questionnaire. Analysis of data using multiple linear regression model. Results showed that the product design influence on purchasing decisions. Sales promotion influence on purchasing decisions.

Keywords: Product design, Sales Promotion, purchase decision.