PENGARUH KUALITAS PRODUK, HARGA, PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research is aimed to find out the influence of product quality, promotion, price and brand image to the
purchasing decision to the Honda Beat Motorcycle. The population is all users of Honda Beat motorcycle who
live in Surabaya. The sample collection technique has been done by using non-probability sampling and 100
respondents have been selected as samples. Meanwhile the analysis technique has been conducted by using
mutliple linear regressions analysis. The results of this research shows that the product quality give significant
and positive influence to the purchasing decisions because good quality increases sales. Price give significant and
positive influence to the purchasing decisions because price can indicate the quality of the product. Promotion
gives significant and positive influence to the purchasing decision because companies can influence customers to
make purchasing decisions. Brand image gives significant and positive influence to the purchasing decision
because when the brand has good image. Companies are expected to maintain their product quality, price,
promotion and brand image well in order to make suitable with the needs and the desires which have been
expected by customers.

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