PENGARUH KUALITAS PRODUK, HARGA, CITRA MEREK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN HONDA CBR250RR

Abstract

Transportation facilities are a need that continues to grow rapidly and is well accepted by Indonesia as one of the two-wheeled vehicles, namely motorcycles. This causes intense competition between automotive companies to offer their products, so the company must meet the wants and needs of its consumers. This research aimed to examine the product quality, price, brand image and word of mouth on the purchase decision on Honda motorcycle CBR250RR in Surabaya (Case study on the club member of Honda Motorcycle CBR250RR Surabaya). This research used quantitative with causal-comparative research, namely a cause and effect correlation between two variables or more. Moreover, this research population used the Honda CBR250RR Motorcycle club members and the sample collection technique of this research used the judgemental sampling technique. Based on the judgemental sampling method obtained, the samples were 100 respondents. Furthermore, this research's data collection technique used distributed questionnaires directly to the Honda CBR250RR Motorcycle club members in Surabaya, and the data analysis method used multiple linear regressions analysis with the instrument of SPSS 20. This research concluded that product quality, price, brand image and word of mouth had a positive and significant effect on the purchase decision on Honda CBR250RR Motorcycles.
Keywords: Product quality, price, brand image, word of mouth and purchase decision