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All Journal Commercium: Journal of Business and Management
Turnawan, Tubagus Muhamad
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Decision Sciences, Operations Research & Management Other

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Determinants of Purchase Decisions for Honda Vario Automatic Motorcycles in Bandung City: The Role of Product Design, Product Quality, and Price Turnawan, Tubagus Muhamad; Paramita, Veronika Santi
Commercium : Journal of Business and Management Vol. 4 No. 1 (2026): February 2026
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/commercium.v4i1.1363

Abstract

The development of the Indonesian two-wheeled automotive industry has intensified competition in the automatic motorcycle segment, highlighting the importance of factors influencing purchasing decisions. The purpose of this study aims to analyze the effects of product design, product quality, and price on purchasing decisions for Honda Vario automatic motorcycles in Bandung City. A survey method was used in a quantitative research approach, and data was gathered by distributing questionnairesto Honda Vario consumers. Respondents were selected probabilitas sampling according to preset standards, yielding a total sample of 100 consumers. Multiple regression analysis was used to examine the relationships between variables. The results indicate that product quality and price have a positive and significant effect on purchasing decisions, while product design does not show a significant effect. These findings suggest that consumers of Honda Vario prioritize functional performance and economic considerations over visual design aspects when making purchasing decisions. The study provides practical implications for manufacturers and marketers to emphasize product quality improvement and competitive pricing strategies.
Co-Authors Paramita, Veronika Santi