PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MOTOR HONDA SCOOPY DI CIKARANG

Abstract

This research is motivated by the increasing number of automatic motorbikes produced by the motorcycle industry. Honda Scoopy is one of Honda's matic motorcycle brands that seeks to meet these needs by creating a matic motorcycle that prioritizes reliability and technology. This study uses product quality, price and brand image variables to determine the purchasing decisions at Honda Scoopy. In this study, quantitative methodologies were used using primary data. Population samples from consumers who buy and use Honda Scoopy motorbikes in Cikarang using questionnaire surveys obtained 100 respondents. The analysis used is multiple linear regression to test the hypothesis. The results showed that partially the price and brand image had a significant effect on the purchase decisions of Honda Scoopy motorbikes, while the quality of the products did not significantly influence Honda Scoopy's purchasing decisions. Simultaneously product quality, price and brand image significantly influence the purchase decision of a Honda motorcycle.