PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR (STUDI PADA PERILAKU PENGGUNA SEPEDA MOTOR HONDA CB 150R STREETFIRE)

Abstract

As long as the growth of motorcycle industry in each year. The motorcycle manufacturers werecompeting in increasing their product as much as their innovation of their products; it is intended to increase their disposal percentage, the competition of  two motorcycle manufacturers; Honda and Yamaha, which are competing very hard in the type of motorsport motorcycle. Honda which is leading the whole motorcycle disposal in this lately days, whether in manual or automatic motorcycle, however, they are still left behind in the motorsport disposal percentage, although Honda leads in the motorcycle disposal percentage, it is still left behind from their nearby competitor, Yamaha, in the motorsport disposal. The purpose of this research is to analyze and discuss about the influence of the productquality and pricein the purchase decision of Honda CB 150R Streetfire. The results of this research shows the influence of product quality and price on the decision of purchase against 19.7%, while the residue about 80.3% is caused by other factor such the other variables outside the actual models also influencing but it is not included in this research model. In this research, based on the T-test, price variable is dominantly influential by the beta value about 0.196 while the product quality has the beta value about 0.079.

Keywords: Product Quality, Price, Purchase Decision