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PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA BEAT (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Bandar Lampung)

Author

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  • , Toton
  • Putri, Bunga Vidya

Abstract

Masalah dalam penelitian ini adalah penjualan sepeda motor merek Honda Beat pada PT. Astra Honda Motor mengalami fluktuasi, Penjualan tertinggi terjadi pada bulan April sebesar 7,03%, Sedangkan penurunan penjualan tertinggi terjadi pada bulan Juni sebesar 5,63%. Permasalahan yang dirumuskan adalah apakah Citra Merek dan Harga berpengaruh terhadap keputusan Pembelian Sepeda Motor Honda Beat pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Bandar Lampung. Populasi dalam penelitian ini adalah mahasiswa fakultas ekonomi dan bisnis universitas Bandar lampung berjumlah 96 orang responden, pengumpulan data menggunakan SPSS versi 23.0 . Berdasarkan hasil pembahasan dapat ditarik kesimpulan bahwa diperoleh persamaan regresi linier berganda sebesar Y =8,018 + 1,084 X1 + 0,459 X2, nilai F statistic sebesar 58,608 dengan signifikansi sebesar 0.000. Nilai koefisien determinasi (R²) diperoleh sebesar 0,568. Dengan demikian, Secara bersama-sama, Citra Merek dan Harga berpengaruh positif cukup tinggi terhadap Keputusan Pembelian yaitu sebesar 75,4%.

Suggested Citation

  • , Toton & Putri, Bunga Vidya, 2021. "PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA BEAT (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Bandar Lampung)," OSF Preprints auhrn, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:auhrn
    DOI: 10.31219/osf.io/auhrn
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