The Influence Of Price, Brand Image, And Product Quality On The Decision To Purchase A Viar Three-Wheel Motorcycle
DOI:
https://doi.org/10.54099/ass.v1i1.386Keywords:
Buying decision, Product quality, Brand Image, PriceAbstract
The purpose of this research is to determine the influence of the variables Price, Brand Image and Product Quality on the Purchase Decision of a Viar Three-Wheeled Commercial Motorbike in DKI Jakarta. This research uses quantitative methods. with a sample size of 100 respondents using purposive sampling technique . Data collection techniques through questionnaires. The data analysis used was SEM ( Structural Equation Modeling ) using smartPLS software. The research results show that the relationship between price and purchasing decision variables has a significant effect because it has a T statistic value of 3,484 > t table and a P value of 0.000 < 0.05. The original sample value of 0.357 indicates that the relationship between price and purchasing decisions is positive. Brand image has a significant influence on purchasing decisions because it has a T statistic value of 3,269 > t table and a P value of 0.001 < 0.05. The original sample value of 0.588 indicates that the price and purchasing decision is positive. Product quality has no significant influence on purchasing decisions because it has a T statistic value of 0.287 < t table and a P value of 0.774 > 0.05. The original sample value of 0.050 indicates that the direction of the relationship between product quality and purchasing decisions is positive .
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Adpebi Science Series
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.