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All Journal Ensiklopedia of Journal National Conference on Applied Business, Education & Technology (NCABET)
Putri, Yorie Nadila
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KUALITAS PRODUK, DESAIN PRODUK DAN CELEBRITY ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN Vionita, Rina; S, Budi Setiawan; Zebua, Jefri Saputra; Putri, Yorie Nadila
National Conference on Applied Business, Education, & Technology (NCABET) Vol. 4 No. 1 (2024): The 4th National Conference on Applied Business, Education & Technology (NCABET
Publisher : Universitas Bina Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46306/ncabet.v4i1.178

Abstract

The rapidly growing business world has increased business competition, including in the automotive sector, especially motorcycles. From these demands, business actors must pay attention to the factors that influence purchasing decisions. This study aims to analyze the effect of product quality, product design and celebrity endorsement on purchasing decisions on Honda Scoopy Stylish motorcycles at PT. Hayati Pratama Mandiri Padang. This research is included in quantitative research. The population of this study is all consumers who purchase Scoopy motorcycles at PT. Hayati Pratama Mandiri, Padang. The research sample was determined using total sampling so that 138 consumers were obtained. The data in this study were taken through observation, interview, and questionnaire techniques using research instruments that were tested for validity and reliability first. The data obtained were explained descriptively and inferentially. Before conducting the hypothesis test, normality, multicollinearity, and multiple regression analysis were tested. The hypothesis test in this study used the T Test. The results of the study obtained variables that increased the purchase decision for the Scoopy Stylish motorcycle, namely product quality and product design. However, celebrity endorsement had a significant effect on Purchasing Decisions. So, the results of this study can be used as a consideration for PT. Hayati Pratama Mandiri in particular and Honda Company to always maintain product quality and come up with the best designs for their products with the hope that purchasing decisions will always be maintained and increased
PENGARUH BRAND IMAGE, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI DI AR STORE PADANG Putri, Yorie Nadila; Rahmadanirwati, Dewi
Ensiklopedia of Journal Vol 7, No 3 (2025): Vol. 7 No. 3 Edisi 1 April 2025
Publisher : Lembaga Penelitian dan Penerbitan Hasil Penelitian Ensiklopedia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33559/eoj.v7i3.3057

Abstract

Abstract: This research aims to determine the effect of brand image, price, and promotion on purchasing decisions for Xiaomi smartphones at AR Store Padang. The method used in this research was a survey with a questionnaire, which involved 90 respondents as samples using a non-probability sampling technique with a saturated sampling type, where the entire sample population was used. Data analysis techniques include validity, reliability, classical assumption tests, and multiple linear regression analysis to see the influence of brand image, price, and promotion on consumer purchasing decisions. The research results show that brand image, price, and promotion positively and significantly influence the decisions to purchase a Xiaomi smartphones at the AR Store Padang.Keywords: Brand Image, Price, Promotion and Purchasing Decisions
Co-Authors Rahmadanirwati, Dewi S, Budi Setiawan Vionita, Rina Zebua, Jefri Saputra