Pengaruh Kualitas Produk, Harga dan Citra Merek Terhadap Keputusan Pembelian Sepeda Motor Honda Beat pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Medan Area

Abstract

The aim of this study is to find out the effect of product quality, cost, and brand image towards buying decision of Honda Beat motorcycle on students of Economy and Business Faculty at University of Medan Area. The method used in this study is the associative research which inquiry the relationship between four variables. The population of the study are students of Economy and Business Faculty of University of Medan Area which are 64 respondents and utilize the saturated sampling technique. According to the partial calculation (t-test), it can be seen that the t value (2.507) of product quality variable is greater than the t table (1.669) with the probability t of significance value (0.015) < (0.05). Thus, it’s illustrated that product quality variable is positively and significantly influencing buying decision variable in partial. Moreover, cost variable shows the t value (2.356) and also has a greater value than the t table (1.669) with the probability t of significance value (0.022) < (0.05). Hence, it’s illustrated that cost variable is also positively and significantly influencing buying decision variable in partial. Then, brand image variable shows the t value (3.526) and also has a greater value than the t table (1.669 with the probability t of significance value (0.001)< (0.05). Thus, it’s illustrated that brand image variable is also positively and significantly influencing buying decision variable in partial. Based on the F test, the F value (24.583) has a greater value than the F table (3.15) with significance values as sig (0.000) < (0.05). Thus, it reveals that Ho is rejected and Ha is accepted, it can be assumed that product quality, cost, and brand image simultaneously have a significance and a positive influence towards the buying decision variable. The result shows that the value of adjusted R Square as much as 0.529.To find out the impact of free variable to bound variable was by using determination coefficient (KD) = R2 x 100%, so it gained KD = 52.9%. Thus, the determination test result showed that 52.9% of buying decision (bound variable) can be explained by product quality, cost, and brand image. Nevertheless, a total 47.1% might be contributed by the other factors which are not investigated in the study.