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All Journal MEDIA RISET EKONOMI
Hasan, Syajril
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Economics, Econometrics & Finance

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Pengaruh Harga, Citra Merek, Dan Kualitas Produk Terhadap Keputusan Pembelian Sepeda Motor Honda Scoopy Di Astra Motor Sepinggan Ayu Rahmawati , Putri; Hasan, Syajril; Taufik Rohman, Dwi
MEDIA RISET EKONOMI [MR.EKO] Vol 5 No 3 (2026): MEDIA RISET EKONOMI [MR.EKO] (in-press)
Publisher : Fakultas Ekonomi Universitas Balikpapan

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Abstract

This study aims to analyze the effect of price, brand image, and product quality on purchasing decisions for Scoopy motorcycles at Astra Motor Sepinggan. A quantitative approach was employed using purposive sampling, involving 79 respondents determined by the Isaac and Michael formula. Data were collected through a Likert scale and analyzed using multiple linear regression. The results indicate that price, brand image, and product quality each have a positive effect on purchasing decisions.
Co-Authors Ayu Rahmawati , Putri Dwi Taufik Rohman