EFEK HARGA DAN GARANSI TERHADAP KEPUTUSAN KONSUMEN DALAM MEMBELI MOTOR MATIK HONDA DI PT. KRIDA SUMBAWA BESAR

Abstract

This study aims to find out whether the price and 5-year warranty affect consumers' decisions in buying automatic motorcycles from Honda products at PT. Krida Sumbawa Besar. The type of research used in this study was associative research. The type of data used was quantitative data. The data sources in this study are primary and secondary. The respondents in this study were consumers who purchased Honda automatic motorbikes at PT. Krida Sumbawa Besar, totaling 96 people who were determined using the Slovin formula and selected by chance who were met using the accidental sampling technique. The data collection technique was a questionnaire. The collected data was processed using the SPSS program to be analyzed using multiple linear regression analysis techniques. The results of this study showed that, in partially, price had a positive and significant effect on the decision to purchase automatic motorcycles for Honda products at PT. Krida Sumbawa Besar. The warranty had a positive and significant effect on the decision to purchase automatic motorcycles for Honda products at PT. Krida Sumbawa Besar. Meanwhile, simultaneously, Price and Warranty together had a significant effect on the decision to purchase automatic motorcycles for Honda products at PT. Krida Sumbawa Besar. The ability of independent variables consisting of price and warranty in influencing consumer decisions in purchasing Honda automatic motorcycles at PT. Krida Sumbawa Besar was 84.7%, while the remaining of 15.3% was effected by other variables outside this research model.