PENGARUH KUALITAS PRODUK, HARGA DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN SEPEDA POLYGON DI KOTA PADANG

Abstract

This study aims to prove and analyze the effect of product quality, price and lifestyle on purchasing decisions for Polygon bicycles in Padang City. In this study, the object of research is consumers who make purchases of Polygon bicycles in the city of Padang. The number of samples used in this study were 80 respondents who made purchases of Polygon bicycles in the city of Padang. The type of data used is primary data obtained through the distribution of questionnaires. In this study, there are two categories of variables used. First, the dependent variable is purchasing decision and the independent variable is product quality, price, and lifestyle. The analytical method used in this study was tested using analytical methods including: validity test, reliability test, multiple linear regression, t test, f test, , and the coefficient of determination (R²) to prove the effect of the independent and dependent variables partially or individually. Based on the results of hypothesis testing, it was found that product quality and lifestyle had a significant effect on purchasing decisions for Polygon bicycles in the city of Padang, while price had no effect on purchasing decisions for polygon bicycles in the city of Padang.