The Influence of Product Quality, Service, and Price on Motorcycle Purchasing Decisions at P.T.Astra Honda Motor Unaaha

Bindarto Bindarto

Abstract


This study aims to determine product quality, service quality, and price effects on motorcycle purchasing decisions at P.T. Astra Honda Motor Unaaha. The population in this study amounted to 35 respondents. The analytical method in this study used validity testing, reliability testing, multicollinearity testing, heteroscedasticity testing, and hypothesis testing. Data analysis was carried out with the help of the SPSS 26 program. The results of this study indicate that the variables of product quality, service quality, and price simultaneously has a significant effect on the variable Decision to Purchase a Motorcycle at P.T. Astra Honda Motor Unaaha, the variable Product Quality partially has a positive and significant impact on the Decision to Purchase a Honda Motorcycle at P.T. Astra Honda Motor Unaaha, the variable Quality of Service partially has a positive and significant effect on the Motorcycle Purchase Decision variable at P.T. Astra Honda Motor Unaaha, (4) the price variable has a positive and significant impact on the decision to purchase a motorcycle at P.T. Astra Honda Motor Unaaha.


Full Text:

PDF

References


G. P. Adirinekso, "The Influence of Brand Image, Perception of Trust, Perceived Convenience and Security Transactions on J.D. I.D. Customer Purchase Decision during the Pandemic Covid 19," Proceedings of the International Conference on Industrial Engineering and Operations Management. pp. 365–376, 2021. [Online]. Available: https://api.elsevier.com/content/abstract/scopus_id/85125963031

B. Dyck, "Sustainable marketing based on virtue ethics: addressing socio-ecological challenges facing humankind," AMS Rev., vol. 11, no. 1, pp. 115–132, 2021, doi: 10.1007/s13162-020-00184-7.

R. Gümüş, "Role of Marketing Mix Perception and Participation on Repurchase Intention of Health Consumers," J. Health Manag., vol. 24, no. 4, pp. 525–538, 2022, doi: 10.1177/09720634221128395.

N. A. M. Yusof, "A Quantitative Case Study on Customers' Expectations of Hotel Green Marketing," Asia-Pacific J. Innov. Hosp. Tour., vol. 10, no. 3, pp. 447–462, 2021, [Online]. Available: https://api.elsevier.com/content/abstract/scopus_id/85125865513

D. Nikbin, "Marketing mix strategies during and after COVID-19 pandemic and recession: a systematic review," Asia-Pacific J. Bus. Adm., vol. 14, no. 4, pp. 405–420, 2022, doi: 10.1108/APJBA-06-2021-0243.

W. M. Lim, "Transformative marketing in the new normal: A novel practice-scholarly integrative review of business-to-business marketing mix challenges, opportunities, and solutions," J. Bus. Res., vol. 160, 2023, doi: 10.1016/j.jbusres.2022.113638.

D. de O. Rodrigues, "Marketing-mix metamorphosis and new trusted business practices," Competitive Drivers for Improving Future Business Performance. pp. 46–66, 2021. doi: 10.4018/978-1-7998-1843-4.ch004.

A. Faritzal, "The Influence of Price, Product Quality, and Brand Image on Purchase Decisions for Ultra UHT Milk Products During the Covid-19 Pandemic in Indonesia," Rev. Int. Geogr. Educ. Online, vol. 11, no. 5, pp. 2378–2388, 2021, doi: 10.48047/rigeo.11.05.138.

A. Al-Fadly, "Differences Between Supplier and Customer Experiences of Marketing Mix in the Construction Industry," Front. Built Environ., vol. 8, 2022, doi: 10.3389/fbuil.2022.811186.

S. A. HAMMAM, "The effect of user experience, brand image, and trust on purchase decision in social commerce facebook," J. Theor. Appl. Inf. Technol., vol. 99, no. 19, pp. 4557–4568, 2021, [Online]. Available: https://api.elsevier.com/content/abstract/scopus_id/85117441398

M. Yusuf, "The effect of brand image, price, service, product quality and promotion on consumer buying decisions for car purchases: A case study of Bosowa Berlian Motor Inc. in Makassar," Appl. Mark. Anal., vol. 7, no. 3, pp. 260–275, 2022, [Online]. Available: https://api.elsevier.com/content/abstract/scopus_id/85127888622

M. K. Jha, "Marketing Spreads its Wings in Library Services A Study of Role and Strategies of Marketing Information Products and Services," Libr. Philos. Pract., vol. 2021, pp. 1–18, 2021, [Online]. Available: https://api.elsevier.com/content/abstract/scopus_id/85113751804

C. Lie, "The Influence of Brand Image on Consumer Purchase Intention and Its Impact on Portable Wi-Fi Modem Online Purchase Decision," ACM International Conference Proceeding Series. pp. 382–386, 2022. doi: 10.1145/3537693.3537753.

I. Kovač, "The importance and significance of the marketing mix elements in a fashion retailing," InterEULawEast, vol. 8, no. 1, pp. 15–38, 2021, doi: 10.22598/iele.2021.8.1.2.

P. Matura, "Marketing Mix Strategies of Small and Medium Tourism enterprises in Masvingo Province, Zimbabwe," African J. Hosp. Tour. Leis., vol. 10, no. 3, pp. 1025–1047, 2021, doi: 10.46222/ajhtl.19770720-147.

C. S. Nunes, "Business within ethical marketing education: The upcoming challenges," Research Anthology on Business and Technical Education in the Information Era. pp. 1334–1350, 2021. doi: 10.4018/978-1-7998-5345-9.ch074.

G. Magnani, "The Cultural Adaptation of the Marketing Mix," International Series in Advanced Management Studies. pp. 93–130, 2022. doi: 10.1007/978-3-031-04832-6_4.

F. A. S. Binofai, "SWOT-4Ps analysis of UAE Organic food market," 2022 Advances in Science and Engineering Technology International Conferences, ASET 2022. 2022. doi: 10.1109/ASET53988.2022.9734829.

N. A. K. Dam, "Key Aspects of Customer Intelligence in the Era of Massive Data," Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), vol. 12672. pp. 259–271, 2021. doi: 10.1007/978-3-030-73280-6_21.

B. Houghtaling, "A rapid review of stocking and marketing practices used to sell sugar-sweetened beverages in U.S. food stores," Obes. Rev., vol. 22, no. 4, 2021, doi: 10.1111/obr.13179.

D. Dally, "The Impact Of 7p's Of Marketing on The Performance of The Higher Education Institutions," Rev. Int. Geogr. Educ. Online, vol. 11, no. 3, pp. 235–252, 2021, doi: 10.33403/rigeo.800488.

M. M. Shafiee, "How can green marketing lead to customer trust and green intention? Evidences from the automobile industry," Int. J. Bus. Excell., vol. 25, no. 1, pp. 97–109, 2021, doi: 10.1504/IJBEX.2021.118180.

M. J. Luengo-Valderrey, "Ecological behaviour in times of crisis and economic well-being through a comparative longitudinal study," J. Clean. Prod., vol. 359, 2022, doi: 10.1016/j.jclepro.2022.131965.

Y. P. Santana, "Marketing mix: a determinant factor of sme failure," Univ. y Soc., vol. 13, no. 3, pp. 391–400, 2021, [Online]. Available: https://api.elsevier.com/content/abstract/scopus_id/85107995368

B. Othman, "The effect of service marketing mix elements and customer retention towards clothing store brands in China," Ind. Textila, vol. 72, no. 4, pp. 388–397, 2021, doi: 10.35530/IT.072.04.1777.

M. Yuliasih, "A review of purchases intention, marketing mix and brand loyalty literature: Mini-review approach," Proceedings of the International Conference on Industrial Engineering and Operations Management. pp. 5601–5614, 2021. [Online]. Available: https://api.elsevier.com/content/abstract/scopus_id/85114218598

L. T. Wahyutama, “Analisis Pengaruh Citra Merek, Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Pakaian Merek Rown Division Di Surakarta.” Universitas Muhammadiyah Surakarta, 2018.

R. Y. Djakaria, “Pengaruh Kualitas Pelayanan, Harga, Promosi, dan Suasana Toko Terhadap Pengambilan Keputusan Pembelian ASIA Fashion (Studi Kasus pada Konsumen Asia Fashion di Plaza Asia Tasikmalaya,” Skripsi, Univ. Sanata Dharma, 2017.

F. X. Febrianto, “Pengaruh Harga, Kualitas Produk, dan Pelayanan terhadap Keputusan Pembelian Produk Feysen melalui Media Sosial, di Yogyakarta,” Jur. Pendidik. dan ilmu pengtahuan Sos. Fak. Kegur. dan ilmu Pendidik. Univ. sanata dharma yogyakarta, 2019.




DOI: http://dx.doi.org/10.24014/sitekin.v20i1.22201

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 SITEKIN: Jurnal Sains, Teknologi dan Industri



Editorial Address:
FAKULTAS SAINS DAN TEKNOLOGI
UIN SULTAN SYARIF KASIM RIAU
Kampus Raja Ali Haji
Gedung Fakultas Sains & Teknologi UIN Suska Riau
Jl.H.R.Soebrantas No.155 KM 18 Simpang Baru Panam, Pekanbaru 28293
Email: sitekin@uin-suska.ac.id
© 2023 SITEKIN, ISSN 2407-0939

SITEKIN Journal Indexing:

Google Scholar | Garuda | Moraref | IndexCopernicus | SINTA


Creative Commons License
SITEKIN by http://ejournal.uin-suska.ac.id/index.php