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All Journal Studi Akuntansi, Keuangan, dan Manajemen
Rizky, Anang Rizky Nugraha
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Harga, Merek dan Kualitas Motor Bekas Terhadap Keputusan Pembelian Showroom Jawa Motor Rizky, Anang Rizky Nugraha; Zakiyah Zahara; Syamsul Bahri Dg. Parani; Sri Wanti
Studi Akuntansi, Keuangan, dan Manajemen Vol. 5 No. 1 (2025): Juli
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/sakman.v5i1.4309

Abstract

Purpose: This study aimed to analyze the influence of price, brand, and product quality on consumer purchasing decisions at the Jawa Motor Showroom in Palu City.. Methodology/approach: Using a quantitative approach, data were collected through a questionnaire involving 120 respondents who had purchased used motorcycles at a showroom. The testing in this study used multiple linear regression analysis using the SPSS application. Results/findings: The study found that price, brand image, and product quality significantly influenced consumer purchasing decisions. Competitive pricing attracts cost-conscious buyers, a strong brand enhances trust and perceived value, and high product quality assures satisfaction. Together, these factors explain 86.4% of the variance in consumer decisions, highlighting their dominant role in shaping purchasing behaviors. Conclusions: Businesses that offer competitive pricing, maintain a strong brand reputation, and ensure product quality are more likely to influence consumer purchase decisions. Limitations: The study was limited to one used motorcycle showroom, namely the Jawa Motor Showroom in Palu City; therefore, the results cannot be generalized to other used motorcycle showrooms in Palu City. Contribution: This study contributes to the development of effective marketing strategies for business actors in the field of used motorcycle sales.
Harga, Merek dan Kualitas Motor Bekas Terhadap Keputusan Pembelian Showroom Jawa Motor Rizky, Anang Rizky Nugraha; Zakiyah Zahara; Syamsul Bahri Dg. Parani; Sri Wanti
Studi Akuntansi, Keuangan, dan Manajemen Vol 5 No 1 (2025): Juli
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/sakman.v5i1.4309

Abstract

Purpose: This study aimed to analyze the influence of price, brand, and product quality on consumer purchasing decisions at the Jawa Motor Showroom in Palu City.. Methodology/approach: Using a quantitative approach, data were collected through a questionnaire involving 120 respondents who had purchased used motorcycles at a showroom. The testing in this study used multiple linear regression analysis using the SPSS application. Results/findings: The study found that price, brand image, and product quality significantly influenced consumer purchasing decisions. Competitive pricing attracts cost-conscious buyers, a strong brand enhances trust and perceived value, and high product quality assures satisfaction. Together, these factors explain 86.4% of the variance in consumer decisions, highlighting their dominant role in shaping purchasing behaviors. Conclusions: Businesses that offer competitive pricing, maintain a strong brand reputation, and ensure product quality are more likely to influence consumer purchase decisions. Limitations: The study was limited to one used motorcycle showroom, namely the Jawa Motor Showroom in Palu City; therefore, the results cannot be generalized to other used motorcycle showrooms in Palu City. Contribution: This study contributes to the development of effective marketing strategies for business actors in the field of used motorcycle sales.
Co-Authors Sri Wanti Syamsul Bahri Dg. Parani Zakiyah Zahara