The Influence of Service Quality, Price, and Brand Loyalty on Motorcycle Purchase Decision at Dealer CV. Andalas Motor Bengkalis

Malika Nefti Budi Asih, Hutomo Atman Maulana

Abstract


This study aims to determine the effect of Service Quality, Price, and Brand Loyalty on Motorcycle Purchase Decisions at dealer CV.Andalas Motor Bengkalis. This research is associative research. The population used by consumers who buy motorbikes at dealer CV Andalas Motor Bengkalis with a sample size of 100 respondents. The technique used is multiple linear regression with the regression model Y=1.821 + 0.163X1 + 0.299X2 + 0.207X3 + e. The results of this study indicate that partially service quality has a positive and significant effect on purchasing decisions with tcount 2.466, price has a positive and significant effect on purchasing decisions with tcount 4.045. Brand loyalty has a positive and significant effect on purchasing decisions with tcount 6.158. Simultaneously, Service Quality, Price, and Brand Loyalty have a positive and significant effect on motorcycle purchasing decisions at dealer CV.Andalas Motor Bengkalis with Fcount 67.837 seen from the coefficient of determination 67.9%.

Keywords


Service Quality, Price, Brand Loyalty, Purchase Decision

Full Text:

PDF

References


Adha, M. (2019). Pengaruh Harga Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Sepeda Motor Di CV. Antara Service Lestari Medan (Doctoral dissertation, Universitas Islam Negeri Sumatera Utara).

Akhiri, S. (2020). Pengaruh Bauran Pemasaran (7p) terhadap Keputusan Pembelian Motor Yamaha Tipe Nmax. Management Studies and Entrepreneurship Journal (MSEJ), 1(1), 50-63.

Jabir, M. (2016). Pengaruh Loyalitas Merek terhadap Keputusan Pembelian Sepeda Motor Yamaha di Kecamatan Ajangale Kabupaten Bone (Doctoral dissertation, Universitas Islam Negeri Alauddin Makassar).

Permatasari, E. N. (2017). Pengaruh Kualitas Pelayanan, Persepsi Harga dan Lokasi Terhadap Keputusan Pembelian pada Pelanggan Minimarket (Studi Kasus pada Pelanggan Minimarket Alfamart Tayu Wetan, Tayu, Pati, Jawa Tengah). Jurnal Aplikasi Manajemen, 15, 371-379.

Pratama, R. O. (2019). PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA DI DEALER TUNAS JAYA MAGELANG (Studi Empiris Terhadap Konsumen Dealer Tunas Jaya) (Doctoral dissertation, Skripsi, Universitas Muhammadiyah Magelang).

Sunyoto, D. (2012). Dasar-dasar manajemen pemasaran. Yogyakarta: Caps.




DOI: https://doi.org/10.35314/inovbizmik.v1i1.1873

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Malika Nefti Budi Asih, Hutomo Atman Maulana, Hutomo Atman Maulana

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.


This Journal has been listed and indexed in :

JournalStories Main logo

Copyright of Inovbiz: Jurnal Inovasi Bisnis Manajemen Investasi dan Kewirausahaan (e-ISSN : 2776-8139)

Creative Commons License
Inovbiz: Jurnal Inovasi Bisnis Seri Manajemen Investasi dan Kewirausahaan is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Editorial Office :
Pusat Penelitian dan Pengabdian kepada Masyarakat
 Politeknik Negeri Bengkalis 
Jl. Bathin alam, Sungai Alam Bengkalis-Riau 28711 
E-mail: inovbizmk@polbeng.ac.id
www.polbeng.ac.id

View My Statistics