Pengaruh Kepercayaan Merek, Kualitas Produk, Harga, dan Promosi terhadap Keputusan Pembelian Motor Honda di Cengkareng
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Abstract
Nowadays, transportation in Indonesia, especially in Jakarta, has become increasingly congested due to the increasing number of people in Indonesia and increasing human resources and the large number of Indonesian people who can buy private vehicles easily, so to deal with traffic jams, of course, motorbikes are one of the fastest ways to arrive at their destination. The purpose of this research is to examine the effect of brand trust, product quality, price, and promotion on purchasing decisions for Honda motorcycles in Cengkareng. In this study, the theory used is Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB). This research uses a quantitative approach with descriptive research methods. The sample for this study was 100 respondents who were in Cengkareng using a questionnaire and distributed using a Google form around Honda motorbike dealers in Cengkareng using a non-probability sampling method with purposive sampling technique. Brand trust has a significant and positive effect on purchasing decisions for Honda motorcycles in Cengkareng. The second finding is that product quality has a significant and positive effect on purchasing decisions for Honda motorbikes. The third finding is that price does not have a significant but positive effect on purchasing decisions for Honda motorbikes. Finally, the fourth result states that promotion has a significant and positive effect on purchasing decisions for Honda motorbikes.
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