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All Journal Progress: Jurnal Manajemen dan Akuntansi
Shinta Febriana
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Decision Sciences, Operations Research & Management

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Pengaruh Harga, Promosi, dan Citra Merek terhadap Keputusan Pembelian Sepeda Motor Honda di Kabupaten Purworejo Shinta Febriana; Anna Probowati; Dewi Shanti Nugrahani
Progress Vol. 19 No. 1 (2026): Progress : Jurnal Manajemen dan Akuntansi
Publisher : STIE Rajawali Purworejo

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Abstract

The study aims to determine whether partially and simultaneously there is a positive and significant influence of the independent variables—price, promotion, and brand image—on the dependent variable, which is the purchase decision. The population in this research consists of Honda motorcycle consumers in Purworejo Regency. The sampling method used is purposive sampling, with a total sample size of 100 respondents. Data collection was conducted using questionnaires with alternative answer choices based on a Likert scale consisting of 5 options. The questionnaires were pre-tested and fulfilled the requirements for validity and reliability.The data were analyzed using multiple linear regression analysis through t-tests and F-tests. The independent variables are price, promotion, and brand image, while the dependent variable is the purchase decision. The results of the study show that, partially, price has a positive and significant influence on purchase decisions; promotion has a positive and significant influence on purchase decisions; and brand image has a positive and significant influence on purchase decisions. Simultaneously, price, promotion, and brand image collectively have a positive and significant influence on purchase decisions.
PENGARUH HARGA, PROMOSI, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA DI KABUPATEN PURWOREJO Shinta Febriana; Anna Probowati; Dewi Shanti Nugrahani
Progress Vol. 18 No. 2 (2025): Progress : Jurnal Manajemen dan Akuntansi
Publisher : STIE Rajawali Purworejo

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Abstract

Penelitian bertujuan untuk mengetahui apakah secara parsial dan simultan ada pengaruh yang positif dan signifikan antara variabel bebas yaitu; harga, promosi, dan citra merek terhadap variabel terikat yaitu keputusan pembelian. Populasi dalam penelitian ini adalalah konsumen sepeda motor merek Honda di Kabupaten Purworejo. Metode pengambilan sampel penelitian menggunakan sampel purposive sampling. Sampel dalam penelitian ini sebanyak 100 orang. Pengumpulan data menggunakan kuesioner dengan alternatif pilihan jawaban menggunakan skala likert yang terdiri dari 5 pilihan jawaban. Kuesioner telah diuji coba dan telah memenuhi syarat validitas dan reliabilitas. Penelitian ini dianalisis menggunakan analisis regresi linier berganda pada uji t dan uji F dengan variabel bebas yaitu harga, promosi, dan citra merek, sedangkan variabel terikat yaitu keputusan pembelian. Hasil penelitian ini diketahui bahwa secara parsial harga berpengaruh positif dan signifikan terhadap keputusan pembelian, secara parsial promosi berpengaruh positif dan signifikan terhadap keputusan pembelian, secara parsial citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian, dan secara simultan harga, promosi, dan citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian.
Co-Authors Anna Probowati Dewi Shanti Nugrahani