PENGARUH KESADARAN MEREK, PERSEPSI KUALITAS DAN

PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA

MOTOR HONDA SCOOPY TIRTO AGUNG KRIAN SIDOARJO

ABSTRAK

Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan maupun

secara parsial variabel kesadaran merek, persepsi kualitas dan persepsi harga
terhadap keputusan pembelian sepeda motor Honda Scoppy di PT. Tirto Agung
Krian Sidoarjo. Pengambilan sampel penelitian dilakukan dengan menggunakan
metode purposive sample dengan jumlah sampel sebanyak 80 konsumen. Metode
analisis yang digunakan adalah analisis regresi linier berganda dengan bantuan
program SPSS versi 20.0. Hasil penelitian menunjukkan bahwa kesadaran merek
secara parsial berpengaruh signifikan terhadap keputusan pembelian. Persepsi
kualitas secara parsial berpengaruh signifikan terhadap keputusan pembelian.
Persepsi harga secara parsial berpengaruh signifikan terhadap keputusan
pembelian. Sedangkan variabel kesadaran merek, persepsi kualitas dan persepsi
harga secara simultan berpengaruh signifikan terhadap keputusan pembelian.

Kata kunci: kesadaran merek, persepsi kualitas, persepsi harga, keputusan

pembelian

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THE EFFECT OF BRAND AWARENESS, QUALITY PERCEPTION AND PRICE
PERCEPTION ON PURCHASE DECISION OF MOTORCYCLE HONDA SCOOPY TIRTO
AGUNG KRIAN SIDOARJO

ABSTRACT

This study aims to determine the effect simultaneously and partially on brand
awareness variables, perceived quality and price perceptions of purchasing
decisions of Scoppy Honda motorcycles at PT. Tirto Agung Krian Sidoarjo. The
research sample was taken using a purposive sample method with a total sample
of 80 consumers. The analytical method used is multiple linear regression
analysis with the help of SPSS version 20.0. The results showed that brand
awareness partially had a significant effect on purchasing decisions. Perception
of quality partially has a significant effect on purchasing decisions. Price
perception partially has a significant effect on purchasing decisions. While the
variable brand awareness, perceived quality and perceived price simultaneously
have a significant effect on purchasing decisions.

Keywords: brand awareness, perceived quality, perceived price, purchasing

decisions

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