Meningkatkan keputusan pembelian melalui integrated marketing communication (imc), brand positioning dan kualitas produk

Abstract

The advances in technology have influenced society’s life style, also on the interest in the use of private vehicles such us motorcycles for everyday activities. Honda Genio is the recent scooter matic product of PT Astra Honda Motor, however based on the sales data at PT Tunas Jaya Mekararmada , the sales of Honda Genio tend to be lower compared with the type of scooter matic Honda. The purpose of this study was to find out the influence of Integrated Marketing Communication (IMC), brand positioning, and product quality on the decision of Purchasing Honda Genio. The technique used in this research is purposive sampling by distributing questionnaires to 80 participants as measured by the likert scale. We used multiple linear regression for the data analysis method. The results showed that Integrated Marketing Communication (IMC) does’not effect on purchasing decision, brand positioning and product quality have a positive effect on purchasing decision. The results in this study also showed that simultaneous integrated marketing communication (IMC), brand positioning and product Quality, influence on purchasing decision