PENGARUH KUALITAS PRODUK, PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KENDARAAN BERMOTOR HONDA BEAT DI SURABAYA

Abstract

This research aimed to examine the effect of product quality, promotion, and price on consumers’ purchasing decisions of Honda Beat at the Honda branch of Surabaya. The population was consumers of Honda Beat who had bought the product at the Honda branch of Surabaya. The research was qualitative. Furthermore, the data were primary. The data collection technique used purposive sampling. In line with that, there were 100 respondents in the sample. Additionally, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 22. The instrument testing used validity and reliability test. The research result concluded that product quality had a significantly positive effect on consumers’ purchasing decisions of Honda Beat at the Honda branch of Surabaya. On the other hand, the promotion did not have a significantly positive effect on purchasing decisions of Honda Beat at the Honda branch of Surabaya. In contrast, the price had a significantly positive effect on purchasing decisions of Honda Beat at the Honda branch of Surabaya.