The Effect Of Product Quality, Price And Brand Image On The Purchase Decision Of Honda Scoopy Automatic Motorcycles In The City Of Bengkulu

Abstract

This study aims to analyze the influence of product quality, price, and brand image on purchasing decisions of Honda Scoopy automatic motorcycles among the people of Bengkulu City. The research employed a quantitative correlational method. A total of 110 respondents were selected using purposive sampling. The results show that product quality has a positive and significant effect on purchasing decisions (tcount = 1.819 > ttable = 1.659; sig = 0.001 < 0.05). Price also has a positive and significant effect (tcount = 8.576 > ttable = 1.659; sig = 0.001 < 0.05), as does brand image (tcount = 3.147 > ttable = 1.659; sig = 0.001 < 0.05). Simultaneously, product quality, price, and brand image  significantly affect purchasing decisions (Fcount = 40.515 > Ftable = 3.08; sig = 0.001 < 0.05). The multiple regression equation obtained is Y = 8.939 + 0.216(X₁) + 0.732(X₂) + 0.275(X₃) + e, indicating that all three variables contribute positively to purchasing decisions. In conclusion, improving product quality, setting appropriate prices, and strengthening brand image can increase consumer purchasing decisions for Honda Scoopy automatic motorcycles in Bengkulu City.