ANALISIS KEPUTUSAN PEMBELIAN PRODUK HONDA BEAT DI KOTA BATAM

Brand Image, Product Design, Product quality, Purchase Decision.

Abstrak

Along with the needs and demands of the community for adequate transportation facilities, thus encouraging
the development of the automotive industry in Indonesia to accelerate and tend to increase every year. In
Batam city itself, motorcycle competition is very tight, because the majority of the population works in various
industrial sectors. People value using motorcycles as a means of transportation. Quantitative method as a
method by analyzing data on populations or samples for testing predetermined hypotheses. The population
contained in this study are all users of the Honda Beat infinite brand motorbikes in the city of Batam. The
calculated F value is 75.579 and the significant value obtained is 0.000 below the required value of 0.05 and
above the F table value of 2.70, thus simultaneously the variables in this study have an effect on the
dependent variable. The variable product quality, product design is below the significant value of 0.05 and
higher than the t table of 1.984, meaning that both variables have a significant effect on purchasing
decisions. Brand image variable has a value below significant, it is stated that it has no significant effect on
purchasing decisions.