PENGARUH EVENT MARKETING, HARGA DAN PENDAPATAN KONSUMEN TERHADAP MINAT BELI MOTOR NMAX PADA YAMAHA LAUTAN TEDUH KEDATON

Abstract

Yamaha Lautan Teduh Kedaton is an official Yamaha dealer engaged in selling Yamaha products, Yamaha Lautan Teduh Kedaton experienced a decline in sales of Nmax motorbikes when affected by Covid-19 which entered Indonesia in 2020. The purpose of this study was to determine the effect of consumer income on interest in buying Nmax motorbikes at Yamaha Lautan Teduh Kedaton using the discovery method, because this method can be discovered and developed by various new science and technology. The results of this study indicate that for every increase in one consumer income variable it will increase buying interest by 0.035 and vice versa for every decrease in one consumer income variable it will decrease buying interest by 0.035, for every one increase in price variable it will
increase buying interest by 1.032 and vice versa for every one decrease the price variable will reduce buying interest by 1,032 and for every one increase in marketing event variables it will increase buying interest by 0.085 and vice versa for every decrease in one marketing event variable it will decrease buying interest by 0.085. The conclusion of this study shows that Event Marketing (X1), Price (X2), and Consumer Income (Y) have a simultaneous effect on buying interest (Y) for Nmax motorbikes at Yamaha Lautan Teduh Kedaton.