The Influence Of Price, Brand Image, And Product Quality On The Decision To Purchase A Viar Three-Wheel Motorcycle

Authors

  • Vicky Octavianeputri Universitas Trilogi
  • Zed Abdullah Universitas Trilogi
  • Fanny Suzuda Pohan Universitas Trilogi

DOI:

https://doi.org/10.54099/ass.v1i1.386

Keywords:

Buying decision, Product quality, Brand Image, Price

Abstract

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 .

 

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Published

2024-03-20

How to Cite

Octavianeputri, V., Abdullah, Z., & Pohan, F. S. . (2024). The Influence Of Price, Brand Image, And Product Quality On The Decision To Purchase A Viar Three-Wheel Motorcycle. Adpebi Science Series, 1(1), 1–14. https://doi.org/10.54099/ass.v1i1.386

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Section

Articles