PENGARUH KUALITAS PRODUK DAN HARGA SERTA CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN

Abstract

ABSTRAK Penelitian ini bertujuan untuk menguji pengaruh (1) kualitas produk terhadap keputusan pembelian, (2) harga terhadap keputusan pembelian, (3) citra merek terhadap keputusan pembelian, dan (4) kualitas produk, harga, dan citra merek terhadap keputusan pembelian sepeda motor matic Honda Scoopy. Desain penelitian adalah kuantitatif kausal. Subjek penelitian ini adalah mahasiswa Fakultas Ekonomi Universitas Pendidikan Ganesha yang pernah atau sedang menggunakan produk sepeda motor Honda Scoopy. Dari perhitungan rumus slovin maka banyaknya responden yang digunakan yaitu sebanyak 100 responden. Data dikumpulkan dengan menggunakan instrument berupa kuesioner yang memiliki total 19 pernyataan, kemudian data yang diperoleh dianalisis menggunakan analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa (1) kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian (2) harga berpengaruh positif dan signifikan terhadap keputusan pembelian, (3) citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian, dan (4) kualitas produk, harga dan citra merek berpengaruh signifikan terhadap keputusan pembelian sepeda motor matic Honda Scoopy.
Kata Kunci : Kata Kunci: citra merek, harga, keputusan pembelian, kualitas produk

ABSTRACT The study aims to test (1) partial influence of product quality to purchase decisions, (2) partial influence of price to purchase decision, (3) partial influence of brand image to purchase decision, and (4) simultaneous influence Product quality, price, and brand image against the purchase decision of the Honda Matic motorcycle, with the design of causal quantitative research. The subject of this research is a student of the faculty of Economics University of Ganesha education that has been or is using the Honda Scoopy motorcycle product. From the calculation of the formula Slovin, the number of respondents used is 100 respondents. Data collected using instruments in the form of a questionnaire that has a total of 19 statements, then the data obtained is analyzed using a double linear regression analysis. The results of this study show that (1) product quality is positively and significantly influential for the purchase decision (2) The price has a positive and significant effect on the purchase decision, (3) The brand image is positively and significantly influential to purchase decisions, and (4) product quality, price and brand image effect significantly against the purchase decision of the Honda Scoopy motor bike.
keyword : brand image, price, product quality, purchase decision, .