?url_ver=Z39.88-2004&rft_id=1811011035&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+STRATEGI+PEMASARAN+TERHADAP+KEPUTUSAN+%0D%0APEMBELIAN+MOBIL+TRUK+PADA+ASTRA+UD+TRUCKS+%0D%0ACABANG+LAMPUNG%0D%0A&rft.creator=Zulkarnain+%2C+zul3408%40gmail.com&rft.subject=000+Ilmu+komputer%2C+informasi+dan+pekerjaan+umum&rft.subject=001+Ilmu+pengetahuan&rft.description=ABSTRAK%0D%0A%0D%0A%0D%0APENGARUH+STRATEGI+PEMASARAN+TERHADAP+KEPUTUSAN+PEMBELIAN+MOBIL+TRUK+PADA+ASTRA+UD+TRUCKS+%0D%0ACABANG+LAMPUNG%0D%0A%0D%0AOleh%0D%0AZulkarnain%0D%0A%0D%0APerusahaan+dalam+mempertahankan+kelangsungan+hidupnya+dihadapkan+pada+masalah+sulitnya+merebut+pangsa+pasar%2C+hal+ini+disebabkan+semakin+kompleksnya+perilaku+konsumen+terhadap+produk+terutama+selera+yang+selalu+berubah-ubah.+Perusahaan+dituntut+lebih+memahami+kebutuhan+dan+keinginan+konsumen+dan+menciptakan+produk+yang+sesuai+dengan+kebutuhan+dan+keinginan+konsumen.+Salah+satu+bentuk+strategi+pemasaran+yang+mampu+mempengaruhi+pengambilan+keputusan+pembelian+mobil+truk++adalah+penggunaan+strategi+pemasaran+yang+meliputi+produk%2C+harga%2C+saluran+distribusi+dan+promosi.+Tujuan+penelitian+ini+untuk+mengetahui+pengaruh+strategi+pemasaran+terhadap+keputusan+pembelian+mobil+truk+pada+Astra+UD+Trucks+Cabang+Lampung.+Penelitian+ini+merupakan+penelitian+kuantitatif+dengan+jenis+penelitian+survei+dan+pengumpulan+datanya+menggunakan+kuesioner+melalui+google+form.+Sebelum+penelitian%2C+setiap+instrumen+diuji+validitas+menggunakan+KMO+MSA+dan+reliabilitas+menggunakan+koefisien+Cronbach%E2%80%99s+Alpha.+Sementara+itu%2C+uji+normalitas+menggunakan+Kolmogorov-Smirnov.+Teknik+analisis+data+yang+digunakan+adalah+statistik+deskriptif%2C+regresi+linear+berganda+dan+uji+hipotesis+menggunakan+Uji+T+dan+Koefisiesn+Determinasi.+Berdasarkan+uji+yang+dilakukan%2C+diketahui+bahwasanya+seluruh+variabel+bebas+yang+terdiri+dari+produk%2C+harga%2C+promosi+dan+distribusi+berpengaruh+secara+positif+dan+signifikan+terhadap+variabel+terikat+yaitu+keputusan+pembelian.+Sementara+itu+produk%2C+harga+dan+distribusi+secara+parsial+berpengaruh+positif+terhadap+keputusan+pembelian+dan+secara+parsial+promosi+tidak+memiliki+pengaruh+positif+dan+signifikan+terhadap+keputusan+pembelian.+Berdasarkan+penelitian+ini+diketahui+bahwasanya+harga+menjadi+variabel+yang+berpengaruh+terbesar+terhadap+keputusan+pembelian.+Implementasi+penelitian+ini++bahwasanya+Astra+UD+Truk+Lampung+perlu+mempertahankan+harga+yang+diberikan+karena+terbukti+menjadi+penentu+terbesar+keputusan+pembelian%2C+meninjau+ulang+promosi+yang+dilakukan+karena+promosi+memiliki+pengaruh+negatif.+Sementara+itu%2C+rekomendasi+bagi+penelitian+selanjutnya+untuk+dapat+mengeksplorasi+variabel+lain+yang+tidak+diikutkan+dalam+penelitian+ini%2C+sehingga+hasil+yang+diperoleh+dapat+lebih+komprehensif.%0D%0A%0D%0AKata+kunci%3A+Strategi+Pemasaran%2C+Keputusan+Pembelian%2C+UD+Truk+Lampung%0D%0A+%0D%0A%0D%0A%0D%0ACompanies+in+maintaining+their+survival+are+faced+with+the+problem+of+difficulty+in+gaining+market+share%2C+this+is+due+to+the+increasing+complexity+of+consumer+behavior+towards+products%2C+especially+changing+tastes.+Companies+are+required+to+better+understand+the+needs+and+desires+of+consumers+and+create+products+that+suit+the+needs+and+desires+of+consumers.+One+form+of+marketing+strategy+that+can+influence+the+decision+to+purchase+a+truck+is+the+use+of+a+marketing+strategy+that+includes+product%2C+price%2C+distribution+channel+and+promotion.+The+purpose+of+this+study+was+to+determine+the+effect+of+marketing+strategy+on+the+decision+to+purchase+a+truck+at+Astra+UD+Trucks+Lampung+Branch.+This+research+is+a+quantitative+research+with+a+survey+research+type+and+data+collection+using+a+questionnaire+via+google+form.+Prior+to+the+study%2C+each+instrument+was+tested+for+validity+using+KMO+MSA+and+reliability+using+Cronbach's+Alpha+coefficient.+Meanwhile%2C+the+normality+test+uses+Kolmogorov-Smirnov.+The+data+analysis+technique+used+is+descriptive+statistics%2C+multiple+linear+regression+and+hypothesis+testing+using+the+T+test+and+the+coefficient+of+determination.+Based+on+the+tests+conducted%2C+it+is+known+that+all+independent+variables+consisting+of+product%2C+price%2C+promotion+and+distribution+have+a+positive+and+significant+effect+on+the+dependent+variable%2C+namely+purchasing+decisions.+Meanwhile%2C+product%2C+price+and+distribution+partially+have+a+positive+effect+on+purchasing+decisions+and+partially+promotions+do+not+have+a+positive+and+significant+influence+on+purchasing+decisions.+Based+on+this+research%2C+it+is+known+that+price+is+the+variable+that+has+the+greatest+influence+on+purchasing+decisions.+The+implementation+of+this+research+is+that+Astra+UD+Truk+Lampung+needs+to+maintain+the+price+given+because+it+is+proven+to+be+the+biggest+determinant+of+purchasing+decisions%2C+review+promotions+that+are+carried+out+because+promotions+have+a+negative+influence.+Meanwhile%2C+recommendations+for+further+research+are+to+be+able+to+explore+other+variables+that+are+not+included+in+this+study%2C+so+that+the+results+obtained+can+be+more+comprehensive%0D%0A%0D%0AKeywords%3A+Marketing+Strategy%2C+Purchase+Decision%2C+UD+Truck+Lampung+%0D%0A%0D%0A+%0D%0A&rft.publisher=FAKULTAS+EKONOMI+DAN+BISNIS&rft.date=2022-12-30&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F68281%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F68281%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F68281%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++Zulkarnain+%2C+zul3408%40gmail.com++(2022)+PENGARUH+STRATEGI+PEMASARAN+TERHADAP+KEPUTUSAN+PEMBELIAN+MOBIL+TRUK+PADA+ASTRA+UD+TRUCKS+CABANG+LAMPUNG.++FAKULTAS+EKONOMI+DAN+BISNIS%2C+UNIVERSITAS+LAMPUNG.++++(Submitted)++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F68281%2F