THE EFFECT OF PRODUCT ATTRIBUTES ON PURCHASE DECISIONS HONDA BEAT MOTORCYCLES IN PADANG

Abstract

This research aims to discover the effect of product attributes on purchase decisions of Honda Beat Motorcycles in Padang. Product attributes include quality, features, and product design. The sample in this research is the consumers who buy or ride the Honda Beat Motorcycles in Padang totaling 100 repondents. The technique of collecting the samples is random sampling. The types of the data is used are primer data data through questionnaires. This research uses multiple linear regression analysis method. Hypothesis testing use T-test statistical test to prove the effect of independent variables on the dependent variable partially or individual.
The results of this study found the quality of products, product features and product design are positive and significant on purchasing decisions Honda Beat Motorcycles in Padang.
Keywords: Product Quality, Product Features, Product Design, Purchasing Decisions