ANALISIS PENGARUH PROMOSI, HARGA DAN MOTIVASI TERHADAP KEPUTUSAN PEMBELIAN MOTOR YAMAHA MATIC MIO DI SURABAYA

Society demand toward trend motorcycle is more increasingly, in this case provide an opportunities for motorcycle manufactures to make innovation from product that produced. Each manufactures at all times produce newest design of motorcycles fix with consumer’s wish. Type of motorcycle most liked by consumer today are duck motorcycle type. However, at present, there are some motorcycle manufactures already produce them and market type of matic motorcycle. One of them had launched matic motorcycle is Yamaha Mio brand.Formulation the problem of this research are how the effects on promotion, price, and motivation toward Yamaha Matic Mio motor purchase decision in buying Yamaha Matic Mio motor in Surabaya.The objectives of this research are: (a) to analyzes the effects on promotion toward Yamaha Matic Mio motor purchase decision in Surabaya, (b) to analyzes the effects on price toward Yamaha Matic Mio motor purchase decision in Surabaya, (c) to analyzes the effects on motivation toward Yamaha Matic Mio motor purchase decision in Surabaya. Population in this research are all consumers who had bought Yamaha Matic Mio motor in Surabaya.Data collecting method performed with questionnaire. Data analysis model that used is multiple linear regression analysis.The result of the research indicates that concurrently of promotion, price, motivation variables had significant effect toward Yamaha Matic Mio motor purchase decision in Surabaya. Partially promotion, price, motivation variables had significant effect toward Yamaha Matic Mio motor purchase decision in Surabaya. Dominant variable which influence purchase decision in buying Yamaha Matic Mio motor is motivation variable. Research conclusion are promotion, price, motivation variables had significant motivation toward Yamaha Matic Mio motor purchase decision in Surabaya. Key words : Promotion, Price, Motivation and Purchase Decisio