PENGARUH HARGA, CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA ALL NEW CB150R DI JAKARTA BARAT

ISMAYANTO, RANDI (2017) PENGARUH HARGA, CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA ALL NEW CB150R DI JAKARTA BARAT. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh harga, citra merek dan kualitas pembelian terhadap keputusan pembelian sepeda motor honda CB150R di Jakarta Barat. Penelitian ini merupakan jenis penelitian asosiatif kausal yang bertujuan untuk menganalisis hubungan antara satu variabel dengan variabel lainnya atau bagaimana suatu variabel mempengaruhi variabel lain. Populasi dalam penelitian ini adalah pengguna sepeda motor honda All New CB 150R di Jakarta Barat yang jumlahnya tidak diketahui. Metode pengambilan sampel menggunakan Sampling Purposive dengan jumlah sampel sebanyak 150 responden. Data primer dikumpulkan melalui penyebaran kuesioner, data sekunder dikumpulkan melalui studi pustaka. Metode analisis data yang digunakan adalah metode analisis deskriptif dan kuantitatif dengan teknik analisis regresi linier berganda. Hasil pengujian hipotesis penelitian menunjukkan bahwa variabel harga secara simultan maupun parsial tidak berpengaruh positif dan tidak signifikan terhadap keputusan pembelian sepeda motor honda All New CB150R di Jakarta Barat. Sedangkan citra merek dan kualitas produk secara simultan maupun parsial berpengaruh positif dan signifikan terhadap keputusan pembelian sepeda motor honda All New CB150R di Jakarta Barat.The purpose of this research is to know and analyze the influence of price, brand image and purchasing quality to purchase decision of motorcycle honda CB150R in West Jakarta. This research is a type of causal associative research that aims to analyze the relationship between one variable with other variables or how a variable affects other variables. The population in this study is the users of Honda Motorcycles All New CB 150R in West Jakarta which number is unknown. Sampling method using Sampling Purposive with the number of samples as much as 150 respondents. Primary data were collected through questionnaires, secondary data were collected through literature study. Data analysis method used is descriptive and quantitative analysis method with multiple linier regression analysis technique. The result of hypothesis testing showed that the variable price simultaneously and partially did not have a positive and insignificant effect on the purchase decision of Honda Motorcycle All New CB150R in West Jakarta. While the brand image and product quality simultaneously and partially have a positive and significant impact on the purchase decision of Honda Motorcycle All New CB150R in West Jakarta.

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