KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA DAN FAKTOR-FAKTOR YANG MEMPENGARUHINYA (Studi pada Mahasiswa STIEM Bongaya Makassar)

Abstract

The purpose of this research is to know the simultaneous and partial influence between product quality, price, brand image and brand ambassador to purchase decision of Honda motorcycles. As  quantitative research, a survey method using a questionnaire was used. The sampling technique was  accidental sampling. The population  in this research someone that were  using Honda  motorcycle, type BeAT, Scoopy and Vario in the Campus STIEM Bongaya. The  sample was 97 respondents. Methods of data analysis usingisdescriptive analysis and multiple regression techniques. The results showed that the quality of products, price, brand image and brand ambassador  influenced on purchase decisions of Honda motorcycles