Pengaruh Persepsi Harga, Kualitas Produk, dan Promosi Penjualan Terhadap Keputusan Pembelian Motor Honda Vario

Abstract

The purpose of this study is to analyze the effect of price perception, product quality,
and sales promotion on purchasing decisions for Honda Vario (Case Study on Consumers
in Bogor). Price Perception, Product Quality, and Sales Promotion have an important role
for the creation of Purchase Decisions. The purposes of this study are (1) to determine the
effect of price perception on purchasing decisions, (2) to determine product quality on
purchasing decisions. (3) To find out sales promotion on purchasing decisions. (4). To
determine the effect of perception of price, product quality, and sales promotion together
affect purchasing decisions, the number of respondents in this study were 220 respondents
who were taken from those who knew and had bought a Honda Vario motorcycle in Bogor
City. The research data was processed using SPSS version 22 . The results of this study
are as follows: (1) Price Perception partially affects purchasing decisions with a t-count
value greater than t-table ( 4.053 > 1.65 ) and a significant value of 0.000 < 0.05; H0 is
rejected H1 is accepted. (2) Product quality partially influences purchasing decisions with
a t-count value greater than t-table (3.324 > 1.65) and a significant value of 0.001 <0.05;
H0 is rejected H2 is accepted. (3) Sales Promotion partially affects the Purchase Decision
with a t-count value greater than t-table ( 4.099 > 1.65 ) and a significant value of 0.000 <
0.05; H0 is rejected H3 is accepted. (4) Perception of Price, Product Quality, and Sales
Promotion simultaneously have a positive and significant effect on Purchase Decisions with
a calculated F value greater than F table (518.425 > 2.65) and with a significance value of
0.000 and less than (α = 5%) = 0.05. (5) The three independent variables (Price Perception,
Product Quality, and Sales Promotion) are able to explain the variation in the dependent
variable (Purchase Decision) by 87.8%, while 12.2% Purchase Decision is influenced by
other independent variables.
Keywords: Price Perception, Product Quality, Sales Promotion, and Purchase Decision