PENGARUH ATRIBUT PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR MEREK HONDA SCOOPY DI KOTA SOLOK

Abstract

ABSTRACT This study aims to determine the effect of product attributes and price Buying Decision Against Motorcycle Brand Honda Scoopy Kota Solok. The sample in this study is that consumers who buy or use Motorcycle Brand Honda Scoopy Kota Solok totaling 138 people. Techniques used in sampling is purposive sampling. The data used is primary data through questionnaires. Data analysis method used is multiple linear regression analysis. Hypothesis testing using T-test statistical test to prove the influence of the independent variable on the dependent variable partially or individual. The results of this study found that the quality of the product positive and significant influence on purchasing decisions, product features positive and significant impact on purchasing decisions, product design positive and significant impact on purchasing decisions and price positive and significant impact on purchasing decisions Motorcycle Brand Honda Scoopy City Solok Keywords: Product Attributes, Price, Purchase Decision