PENGARUH BRAND EQUITY, PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA PT MPM HONDA SIMPANG SURABAYA

Abstract

This research aimed to examine the effect of brand equity on the purchasing decision, promotion on the purchasing
decision, and price on the purchasing decision of Honda motor vehicle in Surabaya. Furthermore, the research
population used customers who have used Honda motor vehicles in Surabaya. This research used the causal-
comparative method. The research data source used primary data. Furthermore, the research sample collection
technique used an accidental sampling technique. The data collection through questionnaire distribution with the
number of samples was 98 respondents. Moreover, the research analysis technique used multiple linear
regressions analysis with the instruments of SPSS (Statistical Product and Service Solution) 23.0 version. The
research result concluded that brand equity had a positive and significant effect on the purchasing decision of
Honda motor vehicles in Surabaya. The price had a positive and significant on the purchasing decision of Honda
motor vehicles in Surabaya. The result of the coefficient determination test concluded that the variable of brand
equity, promotion, and price had a contribution which was 57.4% on the purchasing decision, while the rest was
42.6% influenced by other variables outside of research model.