Anteseden Keputusan Pembelian Sepeda Motor Matic Premium

Abstract

The increasing mobility of society presents intense competition among Brand Holder Sole Agents (BHST) as well as challenges to improve consumer purchasing decisions. The tight competition occurs in the automatic motorcycle segment, especially the premium automatic. The purpose of this study was to determine the effect of perceived value, perceived quality, and brand image on purchasing decisions for Yamaha NMAX motorcycles. This research was conducted at the Yamaha Kintamani Motor Dealer. The population in this study were 395 consumers who bought Yamaha NMAX at Kintamani Motor and a sample of 101 people was obtained using the Slovin formula. The sampling technique was carried out using accidental sampling. Primary data collection was carried out by interviewing at the pre-survey stage and followed by questionnaires. The results of the respondents' answers were then used to test the validity and reliability of the instrument, followed by classical assumption testing and hypothesis testing using multiple linear regression. The results of the study partially prove that perceived value, perceived quality, and brand image have a positive and significant effect on purchasing decisions.