PENGARUH KUALITAS PRODUK, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN HONDA BEAT

Abstract

The purpose of this research is to find out the influence of product quality, price, and brand image to
the purchasing decision of Honda Beat in Surabaya. The technique has been done by using nonprobability
sampling.
The
research
data
which
has
been
obtained
is
based
on
the
questionnaire
which

has
been
filled
in
by
100

respondents by using multiple linear regressions analysis.The result of this
research shows that the product quality has significant influence to the purchasing decision because
good quality can increase the sales and the image of the company on public. Price has significant
influence to the purchasing decision because price can show the brand quality of the product quality
.
And brand image has significant influence to the purchasing decision because when the brand has
good image will give quality guarantee so that even the price that has been determined by the
company is high; it has not become the obstacle for the customers in conducting their purchasing
decision. The company is expected to keep product quality, price, and brand image properly in order to
make it in accordance with the needs and the desire which has been expected by the customers.

Keywords:product quality, price, brand image and purchasing decision.