ANALISIS PENGARUH HARGA, SELERA, SERTA BRAND PRESTIGE TERHADAP KEPUTUSAN KONSUMEN DALAM MELAKUKAN PEMBELIAN MOTOR HONDA SCOOPY

Abstract

In line with the rapid development of technology, causing the automotive industry to grow rapidly. Honda Scoopy is one of the brands of motorcycles that are able to break down the order of the automotive industry in Indonesia. This study aims to determine the effect of prices, tastes and prestige brands on purchasing decisions of Honda Scoopy motorcycles that have Honda Scoopy motorcycles. The type of research used is quantitative research with accidental methods. The population in this study were respondents who used and owned Honda Scoopy motorcycles. The sampling technique used is non probability sampling with a total sample of 100 respondents. While the data analysis technique used is multiple linear regression analysis assisted by IBM SPSS 23. The results of hypothesis testing are known that the price variable has a positive and significant effect on consumer decisions in purchasing Honda Scoopy motorcycles, tastes have a positive and significant effect on consumer decisions in purchasing Honda Scoopy motorcycles and prestige brand variables have a positive and significant effect on Honda Scoopy motorcycle purchasing decisions. Respondents also agreed to aspects of purchasing decisions in the form of stability on a product, making repeat purchases, and providing recommendations to others.
Keywords: price, taste, brand prestige, purchasing decision.