Pengaruh Citra Merek, Desain Produk Dan Fitur Terhadap Keputusan Pembelian Sepeda Motor Honda

Ni Kadek Meli Sutriani; I Wayan Suartina; Ni Wayan Wina Premayani

doi:10.32795/vol4wamrtno1th24

Ni Kadek Meli Sutriani Program Studi Manajemen, Fakultas Ekonomi, Bisnis dan Pariwisata Universitas Hindu Indonesia
I Wayan Suartina Program Studi Manajemen, Fakultas Ekonomi, Bisnis dan Pariwisata Universitas Hindu Indonesia
Ni Wayan Wina Premayani Program Studi Manajemen, Fakultas Ekonomi, Bisnis dan Pariwisata Universitas Hindu Indonesia

DOI: https://doi.org/10.32795/vol4wamrtno1th24

Keywords: Brand Image, Product Design, Features, Purchase Decision

Abstract

The industry in the field of motorcycle sales is currently growing due to high community mobilization. The purpose of this study was to determine the effect partially and simultaneously the effect of brand image, product design and features on purchasing decisions for Honda motorbikes at CV. MKM Darmasaba in Badung Regency. The population in this study were all consumers of CV. The number of MKM Darmasaba in Badung Regency. The sample used was 100 consumers who were taken with the incidental technique. After the instrument test and classical assumption test were carried out, data analysis was carried out using multiple linear regression analysis, determination, t test, and F test. The results of the analysis showed that brand image had a positive and significant effect on purchasing decisions. Product design has a positive and significant effect on purchasing decisions. Features have a positive and significant effect on purchasing decisions. Brand image, product design, and features together have a positive and significant effect on purchasing decisions for Honda motorbikes at CV. MKM Darmasaba in Badung Regency.

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