Pengaruh Harga, Citra Merek, dan Sikap Konsumen Terhadap Keputusan Pembelian Sepeda Motor Honda Beat Pada Mahasiswa Universitas Islam 45 Bekasi

Pauzi, Syahrul Ikhsan (2025) Pengaruh Harga, Citra Merek, dan Sikap Konsumen Terhadap Keputusan Pembelian Sepeda Motor Honda Beat Pada Mahasiswa Universitas Islam 45 Bekasi. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

This study aims to determine the influence of price, brand image, and consumer attitudes on the purchase decision of a Honda Beat motorcycle among students at Universitas Islam 45 Bekasi. The population in this study were students who use or have purchased a Honda Beat motorcycle, with a sample size of 100 respondents. The research method used was quantitative, with data collection through an online questionnaire using Google Forms. Data analysis was performed using multiple linear regression using IBM SPSS version 21. The results showed that the price variable (X1) had a positive and significant effect on the purchase decision, with a regression coefficient of β1 = 2.021 and a significance level of 0.046 (<0.05). The brand image variable (X2) also had a positive and significant effect on the purchase decision, with a regression coefficient of β2 = 12.066 and a significance level of 0.000 (<0.05). Furthermore, the consumer attitude variable (X3) has a positive and significant effect on purchasing decisions, with a regression coefficient of β3 = 4.967 and a significance level of 0.000 (<0.05). Thus, it can be concluded that price, brand image, and consumer attitude partially significantly influence the purchasing decision of a Honda Beat motorcycle among students at Universitas Islam 45 Bekasi.

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