ANALISIS PENGARUH PERSEPSI KUALITAS INTI DAN PERSEPSI KUALITAS SUPLEMEN TERHADAP KEPUTUSAN PEMBELIAN HONDA VARIO DI DEALER WALI MOTOR DEMAK

Abstract

This research is due to a decrease in sales of Honda motorcycles in 2010 and 2011. This sales decline shows a decrease in consumer purchasing decisions on Honda motorcycle products that can be formulated in this study how consumers make decisions that the purchase of motorcycles in the phenomenon of increasing competition is based on consumer motivation, perceived quality, and consumer attitudes. The purpose of this study was to analyze the influence of perceived quality and perceived quality supplement core of Honda's motorcycle buying decision. Samples used in the study of 100 respondents. In this study using accidental sampling means sampling is that sampling is done by giving a questionnaire to be filled to the consumers who make purchasing decisions on the Vario Honda Dealer Motor Demak Wali during the study period. The collected data were analyzed using Pearson Corellation to test the validity of question items, Cronbach's Alpha to test the reliability of the instrument, multiple regression analysis, to test the magnitude of the effect of independent variables were tested by t test to test and prove the effect of partially each independent variable. The results can be concluded that: (a) variables have a positive perception of the quality of core and significant impact on purchasing decisions. (B) perception of the quality of supplements have a positive and significant impact on purchasing decisions. (C) the largest variable in influencing the purchase decision is the perception of the quality of the core (with a coefficient of 0.526) followed the variable perception of quality supplements (with a coefficient of 0.407). (D) Adjusted R2 is 0.446, meaning 44.6% of the variation of the purchase decision can be explained by the variation of the two independent variables, namely perceived quality and perceived quality supplement core.