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All Journal Primanomics : Jurnal Ekonomi & Bisnis eCo-Buss POINT Jurnal Ilmu Ekonomi Manajemen dan Akuntansi Abdi-Dharma NIKAMABI : Jurnal Ekonomi & Bisnis EMaBi: Ekonomi Dan Manajemen Bisnis Science: Indonesian Journal of Science
Suhendar Janamarta
Universitas Buddhi Dharma
Agriculture, Biological Sciences & Forestry Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Materials Science & Nanotechnology Mathematics Physics Public Health Social Sciences

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The Influence of Price, Brand Image and Service Quality on Purchasing Decisions of Honda Scoopy Automatic Motorcycles (Case Study on The Koang Jaya Tangerang Community) Sugandha; FX Pudjo Wibowo; Suhendar Janamarta; Fidellis Wato Tholok
Ilmu Ekonomi Manajemen dan Akuntansi Vol. 7 No. 1 (2026): Jurnal Ilmu Ekonomi Manajemen dan Akuntansi
Publisher : Universitas Mohammad Husni Thamrin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37012/ileka.v7i1.3258

Abstract

This study aims to analyze the effect of price, brand image, and service quality on the purchasing decisions of Honda Scoopy automatic motorcycles among residents of Koang Jaya, Tangerang. This research examines both the partial and simultaneous influence of the independent variables—price, brand image, and service quality—on the dependent variable, namely purchasing decisions. This study employed a quantitative research method using simple random sampling. Data were collected from 100 consumers of automatic motorcycles through questionnaires, interviews, and observations. The data were analyzed using SPSS version 25, incorporating tests of reliability, validity, classical assumption tests, multiple regression analysis, t-tests, F-tests, and the coefficient of determination. The results show that price, brand image, and service quality each have a positive and significant effect on purchasing decisions. The t-test results indicate that price (t = 4.301; p < 0.05), brand image (t = 2.697; p < 0.05), and service quality (t = 3.447; p < 0.05) significantly influence purchasing decisions. Simultaneously, the F-test results (F = 45.627; p < 0.05) demonstrate that all independent variables collectively have a significant effect on purchasing decisions. The coefficient of determination (R²) of 0.815 indicates that 81.5% of purchasing decisions are explained by the independent variables, while the remaining 18.5% is influenced by other factors outside the scope of this study.
Co-Authors Agus Kusnawan Akun Hidayat Angelia Inggriani Devi Natalia Donny Yana Erlin Lestari Fanny Meiliani Yonathan Fidelis Wato Tholok Fidell Wato Fidellis W Tholok Fidellis Wato Tholok Fx Pudjo Wibowo Giovanni Savio Heri Satrianto Jenni Jenni Lia Dama Yanti Pujiarti Pujiarti Raisya Pratiwi Kusnawan Rina Aprilyanti Rinintha Parameswari Sonny Santosa Sugandha Sugandha Sugandha Sutrisna Sutrisna Trisnanty Isna Edy