“PENGARUH PERSEPSI KUALITAS, RISIKO, HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR MEREK HONDA BEAT DI SURABAYA”
Daftar Isi:
- The aim of this study is to test the effect of perceived quality, perceived risk, and perceived price on the purchase decisions of Honda Beat motorcycles in Surabaya. Approach: causal research to demonstrate the influence of perceived quality, risk perception, perception of price on purchase decisions. The research si a causal research using primary data gathered using questionnaires distributed do 100 respondents. The independent variables are perceived quality, perceived risk, perceived price, and the dependent variable is purchase decision. the data was analyzed using Multiple Regression Analyzed, but before being tested, they were checked statistically using some assumption test normality, multicollinearity.the instrument was tested and showed that indicators were valid and reliable. the result of this research is that perceived quality does not influences the purchase of Honda Beat motorcycles, perceived risk does not influences the purchase of Honda Beat motorcycles, while perceived price significantly influences the purchase of Honda Beat motorcycles. the simultaneous analyze of the three independent variables also showed that they significantly influence the purchase decision of Honda Beat motorcycles. Keyword: perceived quality, perceived risk, perceived price, purchase decision