Pengaruh Harga dan Promosi terhadap Keputusan Pembelian Mobil Morris Garage pada Dealer MG Manado

Abstract

This study aims to determine and analyze the influence of Price and Promotion—both individually and simultaneously—on purchasing decisions for Morris Garage (MG) cars at the MG Manado dealership (PT Sinar Galesong Group). This research employs an associative quantitative approach using a survey method. The study population consists of all consumers who have actively interacted with or purchased vehicles from the MG Manado dealership, identified as totaling 120 individuals. A proportionate stratified random sampling technique was used, with the sample size calculated using Slovin's formula at a 10% margin of error, resulting in a sample of 55 respondents. Data collection was conducted via a structured questionnaire utilizing a Likert scale that had undergone validity and reliability testing. Data analysis techniques included classical assumption testing, multiple linear regression analysis, partial testing (t-test), simultaneous testing (F-test), and coefficient of determination (R²) analysis, performed using IBM SPSS 26 software. The partial analysis results indicate that the Price variable has a positive and significant effect on purchasing decisions (significance value < 0.05). The Promotion variable was also found to have a positive and significant partial effect on purchasing decisions. Furthermore, simultaneous testing revealed that Price and Promotion collectively exert a significant influence on purchasing decisions for MG cars in Manado. The coefficient of determination (R²) indicates that Price and Promotion contribute 79.4% to the influence on purchasing decisions, while the remaining 20.6% is attributed to variables outside the scope of this study. Management at the MG Manado dealership is advised to maintain competitive pricing strategies and enhance educational digital promotions to optimize sales volume in North Sulawesi.