ANALISIS PENGARUH HARGA, KUALITAS PRODUK, DAN DESAIN TERHADAP KEPUTUSAN PEMBELIAN KENDARAAN BERMOTOR MEREK PIAGGIO TIPE VESPA DI KABUPATEN SIDOARJO

Abstract

The development of automatic motors in Indonesia is growing rapidly due to the increased market demand. Therefore, it builds competition among motor brands. Vespa as a brand that has a long history since 1946 indicates sustainability and success in maintaining market competitiveness. Therefore, this research aims to determine the effect of price, product quality, and design on the purchasing decisions of Piaggio Vespa matic in Sidoarjo district. The research applies quantitatively. Furthermore, the population was consumers of Vespa matic in the Sidoarjo district. The data were primary. The data collection technique used purposive sampling. In line with that, there were 98 respondents as the sample. Additionally, the instrument in the data collection technique was a questionnaire. The data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 27. The result concludes that both price and product quality have a positive and significant effect on the purchasing decisions of Piaggio Vespa matic in the Sidoarjo district. However, design has a negative and insignificant effect on the purchasing decisions of Piaggio Vespa matic in the Sidoarjo district.