ANALISIS PENGARUH BRAND AWARENESS, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA BEAT DI JABABEKA

Abstract

This study aims to examine the effect of brand awareness, purchasing decisions, and prices on purchasing decisions of Honda Beat motorcycles in Jababeka. The increasing of automatic motorcycle users in Jababeka was used as the background of problem in this research. This study used multiple linear regression analysis with SPSS Version 20 program. To get good estimation and interpretation from this research, the samples studied were set as many as 100 respondents. Sampling technique using purposive sampling and data analysis method used in this research is multiple linear regression. The results of this study indicate that three independent variables namely brand awareness, and product quality have a positive and significant influence on the dependent variable that is the purchase decision of Honda Beat motorcycle. While one independent variable is the price does not have a significant influence for respondents in determining the purchase decision of Honda Beat motorcycle. The results of multiple regression testing show that all independent variables (brand awareness, product quality, and price) have a positive effect on purchasing decisions. The greatest positive influence on Honda Beat motorcycle purchasing decision in Jababeka is on variable brand awareness with coefficient 0,382, then followed by product quality variable with coefficient 0,373, while the lowest influence is harag with coefficient value 0,215.