Pengaruh Konten Marketing, Promo Diskon Harga Dan Jaminan Terhadap Keputusan Penggunaan Jasa Salon Mobil Budi Autodetailing Katamso Medan
-
Puja Irma Yanti
*
Indonesia
- Toni Hidayat Indonesia
- Suhaila Husna Samosir Indonesia
Abstract
This study aims to determine and analyze the influence of Marketing Content, Price Discount Promos, and
Guarantees on the Decision to Use Budi Autodetailing services. The research method used is a quantitative method.
The population in this study were all Budi Autodetailing consumers, with a sample of 110 respondents. Data
collection was carried out through distributing questionnaires, while data analysis used validity tests, reliability
tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficients of
determination with the help of the SPSS program. The results showed that partially Marketing Content had a
positive and significant effect on the Decision to Use with a calculated t value of 5.614 greater than the t table of
1.982 and a significance of 0.000 <0.05. Price Discount Promos had a positive and significant effect on the
Decision to Use with a calculated t value of 2.613 greater than the t table of 1.982 and a significance of 0.010
<0.05. Guarantee has a positive and significant effect on the Decision to Use with a calculated t value of 2.863
greater than the t table of 1.982 and a significance of 0.005 <0.05. Simultaneously, Marketing Content, Price
Discount Promos, and Guarantees have a positive and significant effect on the Decision to Use, as evidenced by
the calculated F value of 35.648 greater than the F table of 2.69 with a significance level of 0.000 <0.05. The
results of the coefficient of determination show an R Square value of 0.502, which means that 50.2% of the
variation in the Decision to Use can be explained by the variables Marketing Content, Price Discount Promos, and Guarantees, while the remaining 49.8% is explained by other variables outside the study.
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