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All Journal EKONOMIS : Journal of Economics and Business
Didiet Sugit Priantoro
Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Purwokerto
Economics, Econometrics & Finance

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Pengaruh Kualitas Produk, Kualitas Pelayanan, Promosi, dan Citra Merek terhadap Keputusan Pembelian Sepeda Motor Honda di Kabupaten Banyumas Didiet Sugit Priantoro; Erny Rachmawati; Herni Justiana Astuti; Hermin Endratno
Ekonomis: Journal of Economics and Business Vol 10, No 2 (2026): September
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v10i2.2919

Abstract

This study aims to analyze the influence of product quality, service quality, promotion, and brand image on purchasing decisions for Honda motorcycles in Banyumas Regency. A quantitative approach was employed, utilizing primary data collected via questionnaires from 130 respondents selected through purposive sampling. The research instrument utilized a 5-point Likert scale, and the data were analyzed using multiple linear regression. The results reveal that product quality has a positive and significant effect on purchasing decisions. However, service quality, promotion, and brand image do not significantly influence purchasing decisions, despite showing a positive trend. This indicates that consumers prioritize functional aspects and product performance, making product quality the dominant factor influencing the decision to purchase Honda motorcycles in Banyumas Regency.
Co-Authors Erny Rachmawati Hermin Endratno Herni Justiana Astuti