The Influence Product Quality, Promotion and Brand Image on Honda Motorcycle Purchase Decisions at CV Medan Baru
-
Sulaiman
*
Politeknik Cendana, Medan,
Indonesia
- William Vincent Politeknik Cendana, Medan, Indonesia
- Anggia Arif Politeknik Cendana, Medan, Indonesia
Abstract
This study examines the influence of product quality, brand image, and promotion on purchasing decisions. The purpose of this study is to determine and analyze the influence of product quality, brand image, and promotion on purchasing decisions for Honda motorcycles at CV Medan Baru. The data collection method used is a questionnaire.The population in this study is consumers who purchase Honda motorcycles at CV Medan Baru. This study will select 75 respondents using a non-probability sampling technique, while the purposive sampling method will be used. The analysis techniques used are Validity Test, Reliability Test, Classical Assumption Test (Normality Test (Kolmogorof Smirnov), (Multicollinearity Test), (Heteroscedasticity Test (Glejser Test), Multiple linear regression, F Test, Hypothesis Test (t-Test), and Determination Coefficient Analysis (R2) using SPPS 26 Software. The results of this study indicate (1) Product Quality has a significant effect on purchasing decisions. (2) Brand Image has a significant effect on purchasing decisions. (3) Promotion has a significant effect on purchasing decisions (4) product quality, brand image, promotion have a significant effect on purchasing decisions. The coefficient of determination obtained is 0.738 (73.9%). This shows that product quality, brand image and promotion have an influence on purchasing decisions by 73.9%, while the remaining 26.1% is explained by other variables.
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