PENGARUH KUALITAS PRODUK, HARGA, PROMOSI, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MOTOR HONDA VARIO DI KOTA PADANG

Abstract

This study aimed todetermine the effect of product quality, price, promotion, and brand imageon purchase decisions Honda Vario in the cityof Padang. The sample in this study is that consumers who buy or use Motorcycles HondaVario in Padang were 120 respondents. The sampling technique is purposive sampling. The data use disprimary data through questionnaires. Data analysis method use dismultiple linear regression analysis. Test the hypothesis by using the T-test statistic altest to prove the effect of the independent variable on the dependent variable partially or individual.
The results ofthis study found that the quality of the product, price and brand image positive and significant impact on purchasing decisions. While promotion is not positive and significant impacton purchasing decisions Honda Varioin Padang.
Furthermore, the company advised the Honda Vario attention to the performance quality products, then offer price for each product and promotion done and improve its brand image.
Keywords: Quality ofProduct, Price, Promotion, Brand Image, Purchase Decision