PENGARUH DESAIN PRODUK, HARGA DAN PROMOSI PADA KEPUTUSAN PEMBELIAN PRODUK MOBIL BEKAS (Studi Kasus Pada Konsumen Showroom Mobil Bekas Utama Mobil Jombang)

This research aims to determine respondents' responses regarding product design, price, promotion and purchasing decisions, the influence of product design on purchasing decisions, the influence of price on purchasing decisions, the influence of promotions on purchasing decisions and the variables that have a more dominant influence on purchasing decisions. The population used by researchers is all major used car consumers in Jombang City who have purchased at least once in the last three to five years with a sample size of 100 respondents. The data analysis technique uses a range of scales and multiple linear regression. Based on the results of the analysis, it can be seen that product design is in the attractive category, affordable pricing, attractive promotional activities and purchasing decisions are in the strong category. Product design has a significant influence on purchasing decisions. Price has a significant influence on purchasing decisions. Promotion has a significant influence on car purchasing decisions and product design has a dominant influence on purchasing decisions.