PENGARUH CITRA MEREK, KUALITAS PRODUK, HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR BEAT

Abstract

Regarding the market condition which is getting competitive and the number of new products from
the competitors is growing and the public behaviour tend to be consumptive, has forced the company
to have a strategy to win the competition by developing and providing new products which can satisfy
the needs and the desire of the customer. There are many factors which influence the purchasing
decision of the customer. The purpose of this research is to find out the influence of brand image,
product quality, and price to the purchasing decision. This research is a descriptive research with
quantitative descriptive. The population is all customers who have ever purchased or have ever done
the purchasing of Honda Beat motorcycle at PT.Ekajaya Karunia Abadi. The sample collection
technique has been done by using non probability sampling which is known as purposive sampling.
The data of this research has been taken from the questionnaires which have been filled in by 100
respondents. The data analysis technique has been done by using multiple linear regressions and SPSS
22.0. The result of this research shows that t test founds that the brand image, product quality, and
price variables have positive and significant influence to the purchasing decision with the entire of
significance level is less than 0.05. it has been found from the result of partial coefficient determination
that brand image variable has dominant influence to the purchasing decision because its partial
coefficient determination is 0.1521

Keywords: Brand Image, Product Quality, Price, Purchasing Decision.