PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA

Abstract

Abstract

The purpose of this study was to determine the effect of product quality on purchasing decisions for Honda motorcycles, the effect of price on purchasing decisions for Honda motorcycles, the effect of promotion on purchasing decisions for Honda motorcycles, and the effect of product quality, price and promotion together on bicycle purchasing decisions. Honda Motorcycles. The analysis method in this study uses quantitative primary data, the test stages carried out are validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression, coefficient of determination, F test and T test. Data collection techniques using questionnaires that have been valid and reliable. The sampling method in this research is non probability sampling. This testing tool is SPSS.Y = 4,684 + 0,130X1 + 0,284X2 + 0,305X3 + e The results of the t-test showed that the price and promotion variables had a partially significant effect on purchasing decisions, while product quality had no partial effect on purchasing decisions. In the f test, it is known that the variables of product quality, price, and promotion simultaneously have a significant effect on purchasing decisions. The value of the coefficient of determination is 56.6% while the remaining 43.4% is influenced by other variables that are not explained in this study. In the classical assumption test, the regression model is normally distributed, there is no heteroscedasticity.

Keywords : Product quality, price, promotion and purchase decision