NOVITA, SARI (2021) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA BEAT DI KOTA TEGAL. SKRIPSI.
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Abstract
Consumers in making purchases of a product, both in the form of goods and services, really consider various fundamental factors to meet their needs. The decision to purchase a product by consumers can be influenced by various factors, including brand image, price perception, promotion and product quality. This study aims to determine the effect of brand image, price perception, promotion and product quality partially and simultaneously on purchasing decisions for Honda Beat motorcycles in Tegal City with a sample of 100 respondents. The sampling technique used is non-probabality sampling with the type of sampling that is incidental sampling. The analytical method used is descriptive analysis and quantitative analysis, the data were analyzed using multiple linear regression analysis with the help of SPSS version 25 (software). The results of this study indicate that the variables of brand image, price perception, promotion and product quality partially and simultaneously influence the purchase decision of Honda Beat motorcycles in Tegal City. The results of multiple linear regression analysis obtained the equation Y = -1.485 + 0.473 X1 + 0.247 X2 + 0.217 X3 + 0.157 X4 + . From the regression equation, it can be seen that the most dominant variable influencing purchasing decisions is the brand image variable of 0.473. By testing (R Square) the results obtained are 0.603 or 60.3%. Which means that the decision to purchase a Honda Beat motorcycle in Tegal City is influenced by the variables of brand image, price perception, promotion and product quality which amount to 60.3% and other factors that influence the purchase decision of a Honda Beat motorcycle in Tegal City are 39.7%. . Keywords: Brand Image, Price Perception, Promotion, Product Quality and Purchase Decision
| Item Type: | Article |
|---|---|
| Additional Information: | 171804086 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 02 Sep 2021 06:00 |
| Last Modified: | 02 Sep 2021 06:00 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/3654 |
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