PENGARUH, KUALITAS PRODUK , HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIN HONDA BEAT

Abstract

The tight competition in the business world requires every company to take theright strategy in order to win the competition and to maintain the existence and to increase the profits or earnings which have been generated.The purpose of this researchis to find out whether product quality, price, and brand image give influence to the purchasing decision Honda Beat automatic motorcycle on all students of STIESIA. The technique has been done by using non-probability sampling. The research data has been obtained by issuing questionnaires which have been filled in by 100 respondents and by using multiple linear regressions analysis.These result of the research indicates that product quality, price and brand image give significant influence to the purchasing decision and from these variables, price is the variablewhich givethe most dominant influence among others. Because Honda Beat offers an affordable price and good quality that has been provided, so Honda Beat hascompetitive price.The companyis expected to keeptheir product quality, price, and brand image well in order to makecompatible with the needs and the desires which have been expected by the customers.
Keywords: product quality, price, brand image, purchase decision.