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Gilang Dipa R., 12.05.51.0046
Students' Journal of Economic and Management
Economics, Econometrics & Finance

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PENGARUH KUALITAS PRODUK, CITRA MEREK, PERSEPSI HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN HONDA VARIO (Studi Empiris Pada Dealer Cendana Wangi Pekalongan) Gilang Dipa R., 12.05.51.0046; Soliha, Euis
Students' Journal of Economic and Management Vol 8 No 1 (2019): VOL. 8 NO. 1 APRIL 2019
Publisher : Students' Journal of Economic and Management

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Penelitian ini berusaha untuk menguji pengaruh kualitas produk, citra merek, persepsi harga, dan promosi terhadap keputusan pembelian Honda Vario di Dealer Cendana Wangi Pekalongan. Penelitian ini menggunakan sampel sebanyak 78 orang responden yang memutuskan membeli Honda Vario di Dealer Cendana wangi Pekalongan dengan menggunakan alat analisis regresi linier berganda. Berdasarkan hasil penelitian menunjukan kualitas Produk berpengaruh positif dan signifikan terhadap keputusan pembelian semakin baik kualitas produk maka keputusan pembelian semakin meningkat, citra merek tidak berpengaruh terhadap keputusan pembelian, persepsi harga tidak berpengaruh terhadap keputusan pembelian, promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Semakin aktif promosi yang dilakukan maka keputusan pembelian semakin meningkat.
PENGARUH KUALITAS PRODUK, CITRA MEREK, PERSEPSI HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN HONDA VARIO (Studi Empiris Pada Dealer Cendana Wangi Pekalongan) Gilang Dipa R., 12.05.51.0046; Soliha, Euis
Students' Journal of Economic and Management Vol 8 No 1 (2019): VOL. 8 NO. 1 APRIL 2019
Publisher : Students' Journal of Economic and Management

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study seeks to examine the Effect of Product Quality, Brand Image, Price Perception, and Promotion on Honda Vario Purchase Decisions at the Cendana Wangi Dealer in Pekalongan.This study used a sample of 78 respondents who decided to buy Honda Vario at the Pekalongan Wangi Sandalwood Dealer using a multiple linear regression analysis tool. Based on the results of the study indicate that product quality has a positive and significant effect on purchasing decisions. The better the quality of the product, the purchasing decision increases, the brand image does not affect the purchasing decision, the price perception does not affect the purchasing decision, the promotion has a positive and significant effect on the purchasing decision. The more active promotions are made, the purchasing decisions increase.
Co-Authors Euis Soliha