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

Michael Reinout Adonis · Yunita Budi Rahayu Silintowe

5 citations0/0 files storedJURNAL CAPITAL Kebijakan Ekonomi Manajemen dan Akuntansi

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Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing Consumer Retail Behavior Studies

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.

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2023Prinsip-Prinsip Pemasaran 2001Prinsip-prinsip pemasaran 2016Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding 2005Pengantar Pemasaran Modern 2013HARGA, KUALITAS PRODUK DAN KUALITAS PELAYANAN PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA AVANZA 2016PENGARUH DESAIN PRODUK, BENTUK KEMASAN DAN BAHAN KEMASAN TERHADAP MINAT BELI KONSUMEN (STUDI KASUS TEH HIJAU SERBUK TOCHA)2013LOKASI, KEBERAGAMAN PRODUK, HARGA, DAN KUALITAS PELAYANAN PENGARUHNYA TERHADAP MINAT BELI PADA PASAR TRADISIONAL BERSEHATI CALACA 2013PROMOSI, DISTRIBUSI, HARGA PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN ROKOK SURYA PROMILD

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