Pengaruh Kualitas produk, Harga dan Citra Merek Terhadap Keputusan Pembelian Sepeda Motor Honda Scoopy Pada Masa Pandemi Di Desa Wanasari Kecamatan Sungai Loban Kabupaten Tanah Bumbu

Abstract

ABSTRACT  : This study ams examine and determine the effect of product quality, price, and brand imge on purchsing decisions of Honda scopy automatic motorcyles during the pandemic in Wanasari Vilage, Sungai Loban Dictrict, Tanah Bumbu Regency. The research approach used is a quantitative approach. Samples were taken as many as 100 respondents who were selected using purposivesampling technigue. Collecting data using a questionnaire while data analysis using multiple linear regression.testing and data processing using SPSS version 26.0. The results showed that partially the Product Qualiti variabel (X1) had a significant effect on purchasing decisions for Honda Scoopy   motorcycles with a significant level of 0,000<0,05 and the t value of 7.7733 > t table 1.984 with a large effect of 38,3%, Price (X2) has a significant effect on purchasing decisions for Honda scoopy motorbikes with a significant level of 0,000<0,05 and the t value of 13,843 t table 1,984 with a large influence of 43,8%, Brand Image (X3) has a significant effect on the decision to purchase a Honda Scoopy motorcycle with a significant level of 0,024<0,05 and athe t value of 2.289 > t tabel 1.984 with a large effect of 6,4%. And simultaneously the variables of product quality (X1), price (X2), and brand image (X3) have a signifcant effect on purchasing decisions (Y) with a significant value of 0,000<0,05 and and the vale of f count 246.20 > f table 2,70 with a large the effect is 88,5%

Keywords: Product Quality, Price, Brand Image and Purchase decision