ANALISIS PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN HONDA VARIO DI PONTIANAK

Abstract

This study aims to determine whether the factors of brand image, price, and product quality have a positive influence on the purchasing decision of Honda Vario in Pontianak simultaneously and partially by using quantitative methods. Data collection methods used were observation, interview, and questionnaire. The sampling technique was purposive sampling with a total sample of 40 respondents with the criteria of consumers who have bought and used Honda Vario motorcycle. The data analysis technique used in this study is causal associative using multiple linear regression analysis. Simultaneous analysis results show that the independent variables (brand image, price, and quality product) influence the dependent variable (the purchase decision of Honda Vario in Pontianak). While from the partial test results is known that brand image and price do not affects the dependent variable (the purchase decision of Honda Vario in Pontianak).