PENGARUH KUALITAS PRODUK, HARGA, PROMOSI DAN PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN HONDA VARIO

Abstract

This study aims to determine the effect of product quality, price, promotion and service on purchasing decisions of Honda motorcycles, and to find out which of these variables is very influential on purchasing decisions of Honda motorcycles. The population used in this study was STIESIA Surabaya students. The data source used is primary data, the sampling technique uses purposive sampling with a total sampleof 100 respondents. The classic assumption test used has met the specified criteria; the feasibility test model shows that this model is feasible to use and the promotion variable has a very large effect of all independent variables; t test and regression show price, promotion, and service have a significant and positive effect on purchasing decisions of Honda motorcycles. Honda is expected to pay attention to product quality, price, promotion and service because it can influence purchasing decisions. Forfurther researchers to add other variables that have not been included in this study in order to expand research, and a more updated research period.
Keywords: product quality, price, promotion, service, purchasing decision.