ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN SEPEDA MOTOR SUZUKI DI KOTA SEMARANG

Abstract

Along with the growth and development of automotive industry in particular the rapid growht of motorcycle in Indonesia. The increasing number of motorcycle which are offered by each producer. That situation encourage the producers to improve the product innovation. It can be seen through the emergence many kind of motorcycle from various brand with all their features which have been developed by the producer. It emerges the consumers to be more selective in choosing and deciding what brand of motorcycle they want to buy This research used five variables such as product quality, brand image, competitive price, product attractiveness, and purchasing decision. The hypothesis testing used 100 respondents as the data. Technique of analysis is used software program of Statistical Package fo Social Science (SPSS) 22. The result of this research is a process to increase the purchasing decision of motorcycles by Suzuki. The process is through competitive price which could affect the purchasing decision.