PENGARUH HARGA, KUALITAS PRODUK, DAN KESADARAN MEREK TERHADAP KEPUTUSAN PEMBELIAN HELM MEREK GM DI KOTA PADANG

Abstract

The purpose of this study to determine the effect of price, quality products, and brand awareness on purchasing decision GM helmet in Padang City. The sample in this study is that consumers who have purchased and used GM helmet in Padang City is eighty respondents. The sampling technique is purposive sampling. The data used is primary data through questionnaires. Data analysis method used is multiple linear regression analysis. Test the hypothesis by using the T-test statistical test. The results of this study found that the quality of the product, and brand awareness positive and significant effect on purchasing decisions. While price is positive and not significant effect on purchasing decisions GM helmet in Padang City. Suggested to the company GM helmet to pay attention to pricing and benefits that consumers received.
Keywords: Price, Product Quality, Brand Awareness, and Purchase Decision