ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulPengaruh Harga, Merek Dan Kualitas Motor Bekas Terhadap Keputusan Pembelian Pada Showroom Jawa Motor Kota Palu |
| Nama: ANANG RIZKY NUGRAHA |
| Tahun: 2025 |
| Abstrak Abstrak (Abstract) Tujuan (Purpose): This study aims to analyze the influence of price, brand, and product quality on consumer purchasing decisions at the Jawa Motor Showroom in Palu City. Metodologi penelitian (Research methodology): Using a quantitative approach, data were collected through a questionnaire involving 120 respondents who had purchased used motorcycles at the showroom. The testing of this study used multiple linear regression analysis using the SPSS application. Hasil (Results): The results of the study indicate that price, brand, and product quality partially and simultaneously have a positive effect on purchasing decisions. Marked by the R-Square results of the independent variable of 86.4% against the dependent variable. Competitive prices and in accordance with quality will encourage consumers to buy. Brands that have a positive image will increase consumer confidence, while high product quality such as good physical and machine conditions are the main determining factors. Limitasi (Limitations): The limitation in the study was only carried out in one used motorcycle showroom, namely the Jawa Motor Showroom in Palu City, so the results cannot be used generally in other used motorcycle showrooms in Palu City. Kontribusi (Contribution): This research contributes to the development of effective marketing strategies for business actors in the field of used motorcycle sales. Kata kunci (Keywords): Price, Brand, Product Quality, Purchase Decision |