THE EFFECT OF SALES PROMOTION, PRODUCT QUALITY AND BRAND IMAGE ON PURCHASE DECISIONS OF MATIC HONDA MOTORCYCLES ON CONSUMERS OF SEKAWAN MOTORCYCLES MALANG REGENCY

  • Mufid Andrianata Universitas Panca Marga Probolinggo
  • Supriyono Supriyono Universitas Panca Marga Probolinggo
  • Winnie Pratiwi PGRI Kanjuruhan University Malang
Keywords: Sales Promotion, Product Quality, Brand Image and Purchasing Decision

Abstract

The type of research used is quantitative, taking a sample of 44 respondents, the data collection method using a questionnaire. The analytical tool used is a questionnaire test consisting of validity and reliability tests, classical assumption test, multiple regression test, determination test, hypothesis testing consisting of t test, F test, and dominant test. The results of the validity test showed that all of the question items were valid, namely above 0.297 and the results of the reliability test research showed reliable results, which were above 0.60. The normality test shows that the data is normally distributed. The multicollinearity test shows that the independent variable and the dependent variable have no correlation between the independent variables or the independent regression model of multicollinearity. Heteroscedasticity test shows that there is no heteroscedasticity. The autocorrelation test showed that there was no autocorrelation. The F test shows that the independent variable has a simultaneous effect on the dependent variable with a value of Fcount > Ftable (32.647 > 2.84) (sig. 0.000 <0.05). The t-test shows that the sales promotion variable (X1) has a partial effect on purchasing decisions (Y) with a value of tcount > ttable (2.034> 2.021) (sig. 0.009 < 0.025). The product quality variable (X2) has a partial effect on purchasing decisions (Y), namely the value tcount > ttable (3.549 > 2.021) (sig. 0.001 < 0.025). The brand image variable (X3) has a partial effect on the purchasing decision variable (Y) with a value of tcount > ttable (5.515 > 2.021) (sig. 0.000 < 0.025). The t-test shows that the brand image variable (X3) is with a value of tcount > t table (5.515 > 2.021) (sig. 0.000 < 0.025) meaning that the brand image variable (X3) has a dominant effect on the purchasing decision variable (Y).

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Published
2021-09-19