PENGARUH PROMOSI, KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP MINAT BELI MOBIL EXPANDER DI PT. MITSUBISHI ELECTRIC AUTOMOTIVE INDONESIA

Abstract

The purpose of this study was to determine and analyze the effect of promotion, service quality, and product quality on buying interest in Mitsubishi Expander cars at PT. mitsubishi electric automotive Indonesia. The design of this research is casual research. The sampling technique uses non-probability sampling method. The results of the hypothesis test on the promotion variable obtained a t-value of 3.937 which is greater than the t-table of 1.98472 and a significance value of 0.000 which is greater than 0.05. It can be concluded that the promotion variable has a positive and significant effect on purchase intention. The results of the hypothesis test on the service quality variable obtained a t value of 4.312 which is greater than the t table of 1.98472 and a significance value of 0.000 which is less than 0.05. This means that service quality has a significant positive effect on purchase intention. The results of the hypothesis test on the product quality variable obtained a t-value of 2.002 which is greater than the t-table of 1.98472 and a significance value of 0.048 which is less than 0.05. This means that product quality has a significant positive effect on purchase intention.