Prasetyo, M. Dimas and -, Dr. Edy Purwo Saputro, S.E,. M.Si (2019) Pengaruh Komunikasi Pemasaran Merek Suzuki Terhadap Keputusan Pembelian Produk Motor Satria F150 di Kota Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
The development of driving technology advancements in the current era of globalization, which led to the emergence of many different types of brands to the types of motor vehicles. The number of motorcycle brands that have sprung up is due to the intense competition between motorcycle brands in attracting consumers, especially among the public at this time. Suzuki is able to create a good sales and consumer confidence strategy for the Satria F150 motorcycle product so that it can rival other Suzuki products. The purpose of this study was to determine the effect of marketing communications carried out by Suzuki on the purchase decision of the Satria F150 motorcycle in the city of Surakarta. This study uses persuasive communication theory. This research method uses quantitative descriptive analysis by using purposive sampling technique. Data collection using questionnaires and interviews. Suzuki can make good marketing communications that can attract the attention of consumers by buying the Satria F150 motorcycle products. In marketing its products, Suzuki is often involved in the Satria F150 anniversary club event which aims to expand its marketing so that it can increase sales and be able to compete in the midst of other Suzuki product sales in the city of Surakarta. The results of the analysis of this study found that there was a significant influence between Suzuki's marketing communication on the purchase decision of Satria F150 products with the effect of 22.6%.
| Item Type: | Karya ilmiah (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Komunikasi Pemasaran, Keputususan Pembelian, Kuantitatif |
| Subjects: | Q Science > Q Science (General) |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | M. DIMAS PRASETYO |
| Date Deposited: | 16 Nov 2019 03:53 |
| Last Modified: | 16 Nov 2019 03:53 |
| URI: | http://eprints.ums.ac.id/id/eprint/78759 |
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