Pengaruh Desain Produk, Positioning dan Word Of Mouth Terhadap Keputusan Pembelian Honda pada UD. Karunia Sejahtera Motor Lumajang

Abstrak

Dealers Karunia Sejahtera Motor is one of the Honda motorcycle dealers who shelter at PT. Mitra Pinasthika Mulia. Where the dealer of Karunia Sejahtera Motor has a dealer center located on Jl. Ambulu No.20 Balung, Jember which was established in 1996. Because the sales at the central dealers are considered quite successful then the owner opened a branch in several places, namely in Tanggul, in Jember and one of them also in Lumajang. The purpose of this research is to know the effect of product design, positioning, and word of mouth on purchasing decision of Honda at UD. Karunia sejahtera Motor Lumajang partially and simultaneously, and to know which variable among independent variable that is product design, positioning and word of mouth which have dominant influence to dependent variable that is purchasing decision. Number of respondents 40 people who make purchases at UD. Karunia Sejahtera Motor Lumajang. With multiple linear regression analysis method, the result of research shows that partially only positioning and word of mouth influence to purchase decision. While the product design has no effect on purchasing decisions. Simultaneously product design, positioning, and word of mouth influence to purchasing decision. For independent variables that affect the dominant dependent variable that is word of mouth.