Pengaruh Harga, Kualitas Produk, dan Citra Merek Terhadap keputusan Pembelian Produk Sepeda Motor Honda di Kabupaten Bekasi

Authors

  • Aulia Safitri Universitas Bhayangkara Jakarta Raya
  • Wirawan Widjanarko Wirawan Widjanarko
  • Franciscus Dwikotjo Sri Sumantyo Universitas Bhayangkara Jakarta Raya
  • Matdio Siahaan Universitas Bhayangkara Jakarta Raya

DOI:

https://doi.org/10.61722/jiem.v2i8.2325

Keywords:

Brand Image, Price, Product Quality

Abstract

This research aims (1) to find out whether price has a partial effect on purchasing decisions (2) to find out product quality has a partial effect on purchasing decisions and brand image has a simultaneous effect on purchasing decisions (3) to find out between price, product quality and brand image the most dominant influence on purchasing decisions. The method used in this research is a quantitative method. The results of the research are the multiple linear regression equation Y = 8.636 + 0.337 + 0.014 + 0.117 + ε partially, price has a significant positive effect with a tcount of 4.696, ttable of 0.198045, product quality has a significant positive effect with a tcount of 0.199, ttable of 0.198045, brand image has a positive and significant effect with a t value of1.243 ttable is 0.198045. Simultaneously, price, product quality and brand image influence purchasing decisions with a calculated F value of 9.762. The variable with the most dominant influence in this research is price with a value of 4.696.

References

Aghitsni, W. I., & Busyra, N. (2022). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Kendaraan Bermotor Di Kota Bogor. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(3), 38–51. https://doi.org/10.31955/mea.v6i3.2271

Ahmad Fahrezi, & Uuh Sukaesih. (2023). Pengaruh Citra Merek Terhadap Keputusan Pembelian Produk Merek Aldo (Studi Kasus Di Pondok Indah Mall Jakarta). Seminar Nasional Pariwisata Dan Kewirausahaan (SNPK), 2, 189–199. https://doi.org/10.36441/snpk.vol2.2023.117

Alawiah, W., & Utama, A. P. (2023). Pengaruh Kualitas Produk, Harga, dan Citra Merek pada Keputusan Pembelian Mobil. Kajian Branding Indonesia, 5(1), 17. https://doi.org/10.21632/kbi.5.1.17-34

Dan, B., Konsumen, K., Di, P. D. I. Y., & Samarinda, K. (2024). Impulse Buying And Consumer Satisfaction At Mr . D . I . Y . In Samarinda City Pengaruh Persepsi Harga , Persepsi Kualitas , Dan Store Atmosphere Terhadap Impulse. 5(2), 4400–4413.

Daud, M., Artono, A., & Prastiti, E. (2019). Pengaruh Kualitas Produk, Citra Merek, Dan Harga Terhadap Minat Beli Produk Sepeda Motor Honda (Studi Pada Mahasiswa Fakultas Ekonomi Manajemen Universitas Kadiri). JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi, 1(1), 67–78. https://doi.org/10.30737/jimek.v1i1.286

Ernawati, R. (2021). Analisis Pengaruh Promosi, Harga, dan Citra Merek terhadap Keputusan Pembelian pada Situs E-commerce Zalora di Jakarta. Business

Downloads

Published

2024-08-03

Issue

Vol. 2 No. 8 (2024): JURNAL ILMIAH EKONOMI DAN MANAJEMEN (JIEM)

Section

Articles

License

Copyright (c) 2024 JURNAL ILMIAH EKONOMI DAN MANAJEMEN

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.