Pengaruh Kualitas Produk, Kualitas Pelayanan, Promosi, dan Citra Merek terhadap Keputusan Pembelian Sepeda Motor Honda di Kabupaten Banyumas

Didiet Sugit Priantoro, Erny Rachmawati, Herni Justiana Astuti, Hermin Endratno

Abstract


This study aims to analyze the influence of product quality, service quality, promotion, and brand image on purchasing decisions for Honda motorcycles in Banyumas Regency. A quantitative approach was employed, utilizing primary data collected via questionnaires from 130 respondents selected through purposive sampling. The research instrument utilized a 5-point Likert scale, and the data were analyzed using multiple linear regression. The results reveal that product quality has a positive and significant effect on purchasing decisions. However, service quality, promotion, and brand image do not significantly influence purchasing decisions, despite showing a positive trend. This indicates that consumers prioritize functional aspects and product performance, making product quality the dominant factor influencing the decision to purchase Honda motorcycles in Banyumas Regency.

Keywords


Brand Image; Product Quality; Promotion; Purchasing Decisions; Service Quality.

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References


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DOI: http://dx.doi.org/10.33087/ekonomis.v10i2.2919

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