Abstract:
The research aims to analyzing the effect generate by marketing mix variables which consists of product variable, price, promotion and distribution channel of GM brand of motorcycle helmets in the city of Pekanbaru.
This research using the accidental sampling technique and then selected 100 people samples. The analysis method in this research is descriptive quantitative and qualitative methods, simultaneous analysis and partialy (multiple linear regression analysis using the SPSS version 17.0).
The result of the tests performed, simultaneous regression tests (F test) indicate that all observed independent variables have a significant effect to the purchasing decisions variable, partial regression test (T test) shows that product, price, promotion and distribution channel have a significant influence to the purchasing decisions variable. And the promotion variable has the most significant influence to the purchasing decisions. While the price variable have the most small significant influence to the purchasing decisions. The amount of the effect (R2) by the chain of this variable to the associated variables amounted to 52,9% explained GM brand of motorcycle helmets in the city of Pekanbaru GM brand of motorcycle helmets in the city of Pekanbaru explained by product variable, price, promotion and distribution channel. While the 47,1% influenced by others variables that are not observed in this research.
