ANALISIS FAKTOR FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA (STUDI PADA DEALER YAMAHA PT.UTAMA MEGAH SENTOSA BERSAUDARA )

Abstract

Transport needs of motorcycles in Indonesia is increasing from year to year. And this is an opportunity for companies that offer products to increase motorcycle sales figures in various ways. This study aims to determine the effect of service quality product innovation, customer value and competitive prices on consumer purchasing decisions on the motorcycle when the motorcycle. With a variety of consumer needs while driving today many motorcycle manufacturers competing race to create and develop a motorcycle with a variety of the latest technology and innovation in order to provide comfort and convenience while driving. This also led consumers to become more selective in choosing and deciding to make a purchase motorcycles. This study uses five variables: quality of service, product innovation, customer value, competitive pricing and purchasing decisions. This study tested the hypothesis using data from 100 respondents. The analysis technique used in this research is to use a software program Statistical Package for Social Sciences (SPSS) 22. The results of this study indicate that the variable quality of service and product innovation positively affects customer value. Then, the customer value and competitive prices positively influence purchasing decisions. Keywords: Service quality, Product Innovation, Customer Value, Competitive Pricing , Purchase Decision