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.
