PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA BEAT

Abstract

This study aims to determine the effect of advertising, brand image, and product design on purchasing decisions for Honda Scoopy motorcycles. With the advertising variable is X1, the brand image variable is X2, the product design variable is X3, and the purchasing decision variable is Y. This research method uses quantitative methods. The source of data in this study is primary data. The primary data used is by distributing questionnaires to the respondents consisting of questions for which answer choices have been provided using a Likert scale. Likert scale with a scale range of 1-5. The population used in this study were students of Pelita Bangsa University Class of 2017 Marketing Management. The sampling technique in this study used purposive sampling method with the number of samples obtained as many as 140 respondents. The analytical techniques used in this study are validity and reliability tests, classical assumption tests (normality test, multicollinearity test, autocorrelation test, heteroscedasticity test) multiple linear regression, hypothesis testing, and the determinant coefficient test (R2). The results partially show that advertising has a positive and significant effect on purchasing decisions for Honda Scoopy motorcycles, brand image partially shows a positive and significant effect on purchasing decisions for Honda Scoopy motorcycles, and product design partially shows a positive and significant effect on purchasing decisions. Honda Scoopy. Keywords: Advertising, Brand Image, Product Design, and Purchase Decision