PENGARUH PROMOSI DAN HARGA JUAL MOBIL TOYOTA TERHADAP KEPUASAN KONSUMEN PADA PT AUTO 2000 TANJUNG API-API PALEMBANG

Abstract

Sedangkan hasil perhitungan nilai R sebesar 65,2% menunjukkan bahwa hubungan antara variabel bebas promosi dan harga jual variabel terikat kepuasan konsumen mempunyai hubungan yang relatif kuat karena berada pada interval> 0,25-0,75. Berdasarkan koefisien determinasi menunjukkan bahwa pengaruh promosi dan harga jual terhadap kepuasan konsumen sebesar 40,5% dan sisanya (100%-40,5%) = 59,5% dipengaruhi oleh faktor lain yang tidak termasuk dalam penelitian ini. ABSTRACK The background of this research is the satisfaction of consumers who are the priority in the Toyota automobile sales business as well as encouraged by the increasingly stringent level of competition and also given the number of competing companies of similar competitors. Promosion and selling price are some very important aspects because consumers want the maximum sastisfaction given company PT AUTO 2000 Tanjung Api-Api Palembang Based on the test result F, Fcount 21,052 > Ftable 2,40 and F significant 0,000>(α) 0,1 obtained the conclusion H0 rejected and independent simultaneously have a significant effect on the dependent variables. Then t test result on variable promotion, tcount 4,503 > ttable 1,672 and t significant 0,000 < (α) 0,1 obtained conclusions H0 rejected and variable promotion partially significant effect on consumer satisfaction at PT AUTO 2000 Tanjung Api-Api Palembang. Last target of the test result on variable selling price tcount 1,917 > ttable 1,672 and t significant 0,060 < (α) 0,1. then in the conclusion of H0 rejected and the variable selling price in a partial has significant effect on consumer satisfaction at PT AUTO 2000 Tanjung Api-Api Palembang. While the calculation of R value of 65,2 % indicates that the relationship between independent variable promotion and the selling price of dependent variable consumer satisfaction has a relationship that is relatively strong