TA DIGITAL
Pengaruh kualitas produk dan harga terhadap keputusan pembelian honda scoopy (Studi kasus pada konsumen honda scoopy di Kecamatan Banyumanik)
Nowadays, the competition in the automotive world increases, especially on bikes competition. This condition makes manufacturers increase innovation by launching new products to increase market share. The emergence of other brands of motorcycle competition increasingly tightens the motorcycle industries in Indonesia.
The purpose of this study was to determine product quality and price on consumer purchasing decisions at Honda Scoopy. The population in this study was the consumers who a Honda Scoopy in Banyumanik district. The sample in this study was 40 respondents of limited time, money and energy. The sampling technique used in this study was accidental sampling technique. Accidental sampling technique was the technique of determining the sample based on the coincidence, the data collection was done by using a questionnaire.
The results of multiple linear regression analysis, Y = 0.312 X1 + 0.490 X2. The most influential independent variables on the dependent variable was a variable price (0.490), followed by the variable quality of the product (0.312). The results of F tests and t tests to proved that all the independent variables (product quality and price) had a positive influence on the dependent variable that was Honda Scoopy purchasing decisions. coefficient of determination (adjusted R2) of 0.411. This meant that 41.1% of purchase decisions could be explained by the variable quality of products and prices, while the remaining 58.9% was influenced by other variables which were not examined in this study.
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