PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA (Studi Pada Konsumen Sepeda Motor di CM JAYA Rembang)

Abstract

The purpose of this study was to examine and analyze the effect of product quality, brand image and price perception on the purchase decisions of Honda motorcycles (a case study on motorcycle consumers in CM JAYA Rembang). This study uses purposive sampling research using a questionnaire to 100 respondents. Data analysis techniques are used with multiple linear regression. The results of the analysis can be concluded that: (a) Product quality has a significant effect on purchasing decisions of Honda motorcycles in Rembang City. (b) Brand image has a positive and significant effect on purchasing decisions of Honda motorcycles in Rembang City. (c) Price perception has a positive and significant effect on purchasing decisions of Honda motorcycles in Rembang City.