KEPUTUSAN PEMBELIAN SEPEDA MOTOR BEKAS DI KALANGAN MAHASISWA UNIVERSITAS TEKNOLOGI SUMBAWA

Abstract

This study was to examine the effect of product quality, price and brand image on the decision to purchase a used motorcycle. This research is a research with quantitative method through associative sampling approach as many as 100 respondents taken using non-probability sampling with incidental sampling method. The data collection method used a questionnaire. The results showed that the variables of product quality, price and brand image had a positive and significant effect on purchasing decisions.