THE INFLUENCE OF PRODUCT QUALITY, BRAND AND PROMOTION ON INTEREST IN BUYING ELECTRIC BIKES IN TEMBILAHAN

PENGARUH KUALITAS PRODUK, MEREK DAN PROMOSI TERHADAP MINAT BELI SEPEDA LISTRIK DI TEMBILAHAN

Abstrak

Anticipating the rapid competition faced in the sale of electric bicycles in order to maintain their existence, it is deemed necessary to conduct research on the extent of consumer behavioral factors regarding interest in purchasing bicycle products electricity the. This research was conducted at the Matahari Tembilahan Shop which is located on Jl. General Sudirman. In this research, data was collected through interviews and questionnaires of 87 respondents by taking samples using the Slovin formula. The independent variable is Product Quality (X₁), Brand (X₂), Promotion (X₃) and the dependent variable is Purchase Interest (Y). Data was processed using SPSS 19.0 for Windows, instrument testing used validity and reliability tests. Meanwhile, the data analysis method uses multiple linear regression with coefficient of determination, t test, f test. The result of the calculation using the equation is Y = 0.244 + 0.212 X₁ + 0,274 X₂ + 0,397 X₃ + ε, with coefficient of determination (R²) obtained yield 0.708 or 70.8%. The remaining 29.2% is influenced by other variables that are not equalized in the variables of this research. The partial test results showed that the influential variable was the Product Quality Variable (X₁) has a t value_count 3,789 > t _table 1.988, Brand variable (X₂) has a t value_count 4,158 > t _table 1.988, Promotion Variable (X₃) has a t value_count 3,914 > t _table 1,988. The results of simultaneous testing or f test obtained values F_count greater than F_table, 67.066 > 2.71. Thus, it can be compared that the significant value in the table above (0.000a) is <0.05, so Ho is rejected and Ha is accepted, this means that the variables Product Quality, Brand and Promotion together influence the Interest in Buying an Electric Bicycle.