PENGARUH KUALITAS PRODUK, FITUR, DAN DESAIN TERHADAP KEPUTUSAN PEMBELIAN HONDA MOBILIO

Abstract

This research aims to determine the influence of product quality, features and design on purchasing decisions of Honda Mobilio at Royal Kenjeran Honda dealer. The type of research that been used in this research is quantitative research. The population in this research are consumers who have made a purchase and visit at the Honda Royal Kenjeran dealers. Based on the criteria that have been determined then obtained a sample of 100 respondents. Sampling method that been used is non probability sampling, where each element is not known whether the opportunity to be elements of the sample or not. The sampling technique using accidental sampling with questionnaire as data collection technique. Data analysis method that been used is Multiple Linear Regression Analysis with using SPSS tool. The results showed that product quality variables, features and designs have a significant and positive influence on the purchasing decisions. With the result of t test showing the level of significance obtained from the independent variable that is for product quality of 0.000, feature of 0.012, and design of 0.000. The level of Adjusted (R2) of 0.604 which means that the contribution or contribution of independent variables consisting of product quality, features and design together to the dependent variable purchase decision of 60.4% while the remaining 39.6% influenced by other factors outside of the model.
Keywords: Product quality, features, design and purchase decision