Pengaruh Kualitas Produk, Harga dan Promosi terhadap Keputusan Pembelian Sepeda Motor Honda Scoopy pada Komunitas Samarinda Scoopy Club

Abstract

Boby Anggara Putra, The Influence of Product Quality, Price and Promotion on Purchasing Decisions of Honda Scoopy Motorcycles in the Samarinda Scoopy Club Community, under the guidance of Dr. M. Zaini M,Si. The purpose of this study was to determine the effect of product quality, price and promotion on purchasing decisions of Honda Scoopy motorbikes in the Samarinda Scoopy Club Community. There are three independent variables in this study, namely Product Quality (X1), Price (X2), Promotion (X3) and one more dependent variable, namely Purchase Decision (Y). The sampling technique used is purposive sampling. The number of samples in this study were 90 respondents using Honda Scoopy motorbikes in the Samarinda Scoopy Club community and data analysis used SPSS version 23 software. The conclusion of this study is that the variables of product quality, price and promotion simultaneously and partially have a significant effect on the decision to purchase a Honda Scoopy motorcycle and the most influential variable on the decision to purchase a Honda Scoopy motorcycle is promotion. Suggestions for PT. Astra Honda Motor Samarinda to re-research the price of Honda Scoopy motorcycles on other brand or similar motorcycles. This is evidenced by 90 respondents 6 of whom strongly disagree, 29 disagree and 32 disagree.