DESAIN PRODUK, KUALITAS PRODUK, CITRA MEREK DAN HARGA PRODUK TERHADAP KEPUTUSAN PEMBELIAN GENERASI Y

Michael Reinout Adonis; Yunita Budi Rahayu Silintowe

doi:10.33747/capital.v3i1.80

Michael Reinout Adonis Universitas Kristen Satya Wacana
Yunita Budi Rahayu Silintowe Fakultas Ekonomika dan Bisnis, Universitas Kristen Satya Wacana

DOI: https://doi.org/10.33747/capital.v3i1.80

Keywords: product design, product quality, brand image, price, purchasing decisions

Abstract

Abstract

This study aims to determine the effect of product design, product quality, brand image, and product prices on purchasing decisions on Honda PCX motorcycles in Generation Y in Salatiga City. This study uses a quantitative approach with the data used using primary data through a questionnaire. The questionnaire was taken by using purposive sampling technique. The number of samples used in this study were 118 respondents who were taken from Generation Y consumers. This research was conducted by using multiple regression analysis method and tested using SPSS. The test results show that product design, product quality, brand image have no effect on purchasing decisions, while product prices have a positive effect on purchasing decisions for Honda PCX motorbikes in generation Y.

Author Biographies

Michael Reinout Adonis, Universitas Kristen Satya Wacana

Universitas Kristen Satya Wacana

Yunita Budi Rahayu Silintowe, Fakultas Ekonomika dan Bisnis, Universitas Kristen Satya Wacana

Lecture of Fakultas Ekonomika dan Bisnis, Universitas Kristen Satya Wacana