PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN DESAIN PRODUK TERHADAP SIKAP KONSUMEN DAN DAMPAKNYA TERHADAP NIAT BELI KONSUMEN (Studi Pada Astra Honda Motor Gajah Mada Kota Semarang)

Abstract

Honda Motorcycles Company should try to improve the quality of its products to be better to be more competitive than other motor companies. Therefore, in carrying out its sales activities the company should be able to design a marketing strategy directed to achieve the company's goal in increasing consumer purchases of the product. To be able to achieve the maximum sales level of Honda motorcycles at PT. Astra Honda Motor Gajah Mada Branch Semarang city needs to be addressed by Honda motorcycle agent in Semarang City by reviewing consumer attitudes and subjective norms affect the purchase intention of consumers. Elements that need to be considered in improving consumer attitudes are product quality, price perception, and design. The element of consumer purchase intention is consumer attitudes.

This study aims to analyze the effect of product quality, price perception, and design on consumer attitudes and their impact on consumer buying intentions.

This research is a descriptive research. The number of samples is 100 respondents. The research instrument used questionnaire. Data analysis using multiple linear regression.

The results showed that product quality, price perception, and design are positive and significant effect on consumer attitudes. Consumer attitudes is positive and significant impact on consumers' buying intentions.

 Keywords        :           Product quality, price perception, design, consumer attitude, consumer buying intention