PENGARUH PRODUK DAN LAYANAN PURNA JUAL TERHADAP KEPUTUSAN PEMBELIAN MOTOR HONDA

Abstract

This research is conducted in order to find out the influence of product and after-sales service to the purchase
decision-making process of Honda motorcycles at PT. Eka Jaya Karunia Abadi Surabaya. The population is all
customers who have ever purchased the products of Honda motorcycles at PT. Eka Jaya Karunia Abadi Surabaya
with the amount of population are unknown. The sample collection technique has been done by using non
probability and the sampling which has been employed in this research is accidental sampling. The numbers of
samples are 70 respondents. The analysis technique has been done by using multiple linear regressions. The result of
the test shows that the product has significant influence to the purchasing decision. The after-sales service has
significant influence to the purchasing decision. Product has dominant influence to the purchasing decision at PT.
Eka Jaya Karunia Abadi Surabaya. The analysis technique has been done by using multiple linear regressions and
the support of computer application through SPSS 21 program for windows.

Keywords: Product, After-sales Service, and Purchasing Decision.