ANALYSIS OF PERCEIVED QUALITY, PRICE, CONSUMER ATTITUDE AND PROMOTION TOWARD PURCHASING DECISION OF HONDA NEW MEGAPRO SPORT MOTORCYCLE (A CASE STUDY ON HONDA MOTORCYCLE CONSUMER IN CIKARANG)

Abstract

The purpose of this study is to determine the influence of Perceived quality, Price, consumer attitude, and Promotion Program towards Purchasing Decision. The research was conducted on Honda New Mega pro consumers who have owned and used its motorcycle, the sample size of 100 respondents specified using the purposive sampling method. The analytical method used is quantitative analysis. The data that have met the test validity, reliability, and classical assumption processed to produce a regression equation as follows: Y = -1.274 + .158 X1 + .326 X2 + .327 X3 + .515 X4 Where, Purchase decision (Y), Perceived quality (X1), Price (X2), Consumer’s attitude (X3), and Promotion program (X4). To test the hypothesis using t-test showed that Perceived quality, Price, Consumer attitude, Promotion has a positive and significant influence on Purchasing decision. From the F test can be known if all independent variables are feasible to test the dependent variable (Purchasing decision). Adjusted R square of 0.818 showed that 81.8% Purchasing decision can be explained by the four independent variables in the regression equation. While the rest of 18.2% is explain by other variables outside of the four variables that used in this study.