Effect Of Price, Product Quality And Service On Vario 150 Motorcycle Sales At Tunas

PT Astra Honda Motor is a company in charge of manufacturing, assembling and distributing Honda type and brand motorcycles. This company is a company in Indonesia that has rights as an ATPM or Sole Agent for Honda motorcycles. 2001, Knowing that there are limited abilities and time, researchers only see and need to provide clear and focused problem boundaries. So that the problem is limited to discussing only the influence of price, product quality and service on sales of the Honda Vario 150 motorbike at the Honda Tunas Pramuka dealer in Bandar Lampung. In this study using a quantitative method in which the sample in this study amounted to 45 respondents, the analysis technique used was the classical assumption test, multiple linear regression test, with the results of the study that there was an influence between Price on Sales of 25.71%, then the influence between Quality Product on Sales is 69.05%, then the influence between Service on Sales is 39.31% and the influence of the variables Price, Product Quality and Service on Sales is 1.3%. The results of this study are variable X1 (Price), variable X2 (Quality of Products) and variable X3 (Service) significantly influence Sales (Y), of 1.3%, which means that these three variables influence each other and influence one another.


INTRODUCTION
PT Astra Honda Motor is a company engaged in manufacturing and assembly as well as a distributor for motorcyclesbrand Honda. This company is one of the first companies to have rights as the sole agent or ATPM in Indonesia for Honda motorcycles. PT Astra Honda Motor or AHM is the pioneer of the motorcycle industry in Indonesia which was founded on June 11, 1971 which was originally named PT Federal Motor. In 2001, this PT carried out a merger or merger of companies by changing its name, namely PT Astra Honda Motor which has a 50:50 share split with PT Astra International Tbk and Honda Motor Co.
Competition in the current global era, a company is asked to offer a product with a quality and has more value, so different rights will emerge from its competitors. In a decision to buy a Honda motorcycle brand with the Vario 150 type, it can be influenced by competition for a product with the Yamaha brand with the Aerok 155cc type and Suxiki Impulse 125cc F1, so the decision to buy from consumers in buying a Honda Vario 150 motorbike has decreased. In a survey that has been conducted, the price comparison for the 150cc Vario is 25 million, and its competitor Yamaha Aerx 155 cc is around 24 million, while the Suzuki Impluse 125cc F1 is only priced at 16 million. This price will also affect sales in the future due to an interest from people who have different desires for each level in product quality, price and service at the Honda Vario 150cc. the higher the sales, the Honda Vario 150cc motorbike brand will be absorbed by PT Astra Honda Motor in the marketing department to have a further sales strategy.  Table 1 above, there was a failure to achieve a target in May of -31 percent, which should have targeted 13 units sold and only 9 units sold. Based on the information and description above, the researcher will conduct a study entitled the effect of price, product quality and service on sales of the 150 cc Vario motorbike at the Tunas Honda Pramuka Dealer, Lampung. Tjiptono (2012) states that marketing is an individual activity that is directed at fulfilling needs and desires either through barter or buying and selling transactions. So if it is concluded that marketing is an attitude in determining and fulfilling human needs with a view to satisfying their needs and human desires themselves. The success of a marketing is a key to the success of a company.

Price
A price is a statement of value for a product ora statement of value where this price is a mix element of a marketing that is easily available and different from the product and a commitment from the dealer. This price can change so quickly according to the needs and requests of consumers . Kotler (2015) explained that product quality is the ability of the product to provide demonstration and function so that this will include overall durability, reliability, accuracy, and ease of operation as well as products where other product attributes also have high credibility.

Service
Customer service is a management system that is coordinated for a continuous supply of impact services both when ordering and when goods or services are received, used to satisfy customers in a long term (Christoper, 2008).

Sale
According to (Swastha, 2010), Sales can be interpreted as the total of a transaction which originates from a company or business from a certain time. This sale is used by the company through costs, profit contribution, level of capital withdrawal, and residual profits. To increase sales, companies will look for various ways and tactics. So Sales can be said as the result of sales activities as measured by units. X3, Y

RESULTS AND DISCUSSION
In testing the questions that have been asked for this study by comparing the correlation values of the total question points. So that the conclusion is if the value of rcount> rtable then the item will be declared valid. So that the r table is 0.294 with a significance level of 5%.

Reliability Test
Based on the reliability test involving all the components of the question with the conclusion that the Cronbach's Alpha value is > 0.60, then everything is reliable. By using SPSS version 23, the results show that:

Description Analysis
By using a Likert scale, namely Very good (SB), Good (B), Fairly Good (CB), Not Good (TB), Very Not Good (STB). Then the following results from the distribution of data for each variable are as follows:

Source : Primary Data and Analysis SPSS
From Table 9 it can be explained that the price variable or X1 is included in the very good category with a percentage of 67% of the 30 respondents who answered very well. Based on Table 10, it can be explained that there is an average value of respondents' answers from all the question points about the price variable or X1 as much as 225 with a percentage of 82 percent, the criteria is good. Product quality) From Table 11. It can be concluded that the product quality variable or X2 is included in the very good category with a percentage of 51% with a distribution of 23 respondents  Table 12, it can be concluded that the distribution of respondents' answers for X2 or the product quality variable has an average value of respondents' answers score of 225 or the equivalent of 82 percent and is included in the very good criteria.

Source : Primary Data and Analysis SPSS
Based on Table 13 regarding the distribution of data for variable X3, namely service, the result is that 30 respondents with a percentage of 67 percent fall into the very good category.

Source : Primary Data and Analysis SPSS
Based on Table 14 regarding the distribution of data for variable X3, namely service, the result is that 30 respondents with a percentage of 67 percent fall into the very good category.   Table 17 it can be seen that the average respondent's answer or all statement items about sales is 225 or 88% with very good criteria.

Correlation Test
This correlation test is to determine the effect between the independent variables and the dependent variable. The results of this test are explained in the following tables, namely:  Table 18 it is found that from the correlation test is the effect between price and sales with a correlation value of 0.507 and is included in the medium category in the correlation coefficient.

Source : Primary Data and Analysis SPSS
Based on Table 20 above, the correlation between service and sales has a correlation value of 0.627 and is included in the close category.

Hypothesis testing Uji T
The following is the T test to determine the relationship between variables partially, which is shown in table 20 below.

Source : Primary Data and Analysis SPSS
Based on table 20 above, the multiple linear regression equation is obtained as follows: Y= 50.36 + 0.91X1 + 0.010X2 + 0.046X The price variable is 5.36 > 1.68, the product quality variable is 1.85 > 1.68, the service variable is 3.29 > 1.68. So it can be concluded that hypotheses 1, 2, 3 can be accepted and prove that there is a partial effect on sales.  Table 22 above, Fcount 4.182 > 3.23 it can be concluded that simultaneously the service variables, price and product quality have a significant positive effect on sales at the Tunas Honda Pramuka Dealer in Bandar Lampung City.