THE INFLUENCE OF BRAND IMAGE, PRICE AND PRODUCT QUALITY ON THE DECISION TO PURCHASE A HONDA BRAND MOTORCYCLE IN FACULTY OF ECONOMICS AND BUSINESS STUDENTS INDONESIAN CHRISTIAN UNIVERSITY

Abstract

This research objectives to analyze and understand the elements that influence the decision to purchase a Honda brand motorbike amongst students on the Faculty of Economics and Business, Indonesian Christian University, with the three main variables studied in this research being brand image, price and product quality. The information supply used on this research is numbe rone data obtained from questionnaires that have been disbursed to respondents using purposive sampling, and the populace in this research is 70% of the total FEB UKI students class of 2020, 2021, 2022 who are actively registered in the Odd semester. FY 2023/2024. The sample taken in this research was 62 respondents. On this studies, the independent variables are brand image, price and product high-quality, even as the dependent variable is buying decisions. The evaluation used on this studies includes validity test, reliability test, classical assumption test, multiple linear regression evaluation, coefficient of determination (R²), t test and F test. As a reference and additional data for this research was obtained through literature study through books, journals, previous researchers and other data sources related to this research. The results of this research show that: (1) there’s an influence of brand image on buying a Honda brand motorcycle. (2) there’s a power of price at the choice to buy a Honda brand motorcycle. (3) there’s an influence of product quality on the choice to purchase a Honda brand motorbike. (4) there's an influence of brand image, price, and product quality at the decision to buy a Honda brand motorcycle.

Keywords: Brand image, Price, Product Quality, Purchase Decision