ANALISIS PENGARUH KUALITAS PRODUK DAN LAYANAN PURNA JUAL TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA DI SEMARANG (STUDI DI KOTA SEMARANG)

Abstract

This research is motivated increasing user capacity motorcycle and a decrease in sales of Honda motorcycles in the period 2011-2013.Penelitian can be formulated that how consumers make purchase decisions phenomenon Honda motorcycles amid increasingly fierce competition . This study aimed to examine the effect of product quality and after-sales services to the purchasing decision of Honda motorcycles in the city of Semarang. This study used a simple random sampling method with a sample of the 100 people of the population of buyers and users of Honda motorcycles in the city of Semarang Based on the results of a study reported the following regression equation : Y = 0,411 X1 + 0,336 X2 Based on statistical data analysis , the indicators in this study are valid and reliable . In the classical assumption test , regression models multikolonieritas free , does not occur heterocedastity , and normal distribution