PENGARUH ATRIBUT PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA SCOOPY PADA MAHASISWA DI UNIVERSITAS TADULAKO

Abstract

This study aims to determine the influence of attribute product on purchase decision of Honda Scoopy motorcycles of students in Tadulako University. The type of study is descriptive causal. Sample consists of 96 respondents who selected by applying purposive sampling technique. Data analysis is multiple linear regressions. The results show that product attributes consist of brand, product quality, product features, product design, service, warranty, and price simultaneously have significant influence on purchasing decision of Honda Scoopy motorcycles of students in Tadulako University; brand partially has significant   influence on purchase decision of Honda Scoopy motorcycles of students in Tadulako University; product quality partially has significant influence on purchase decision of Honda Scoopy motorcycles of students in Tadulako University; product features partially have significant influence on purchase decision of Honda Scoopy motorcycles of students in Tadulako University; design partially has significant influence on purchase decision of Honda Scoopy motorcycles of students in Tadulako University; service partially has non-significant influence on purchase decision of Honda Scoopy motorcycles of students in Tadulako University; warranty partially has significant influence on purchase decision of Honda Scoopy motorcycles of students in Tadulako University; price partially has significant influence on purchase decision of Honda Scoopy motorcycle of students in Tadulako University.

Penelitian ini bertujuan untuk mengetahui pengaruh atribut produk terhadap keputusan pembelian sepeda motor Honda Scoopy pada mahasiswa Universitas Tadulako. Metode yang digunakan adalah metode deskriptif kausal. Sampel berjumlah 96 responden dengan teknik pengambilan purposive sampling. Metode analisis data yang digunakan dalam penelitian ini adalah analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa atribut produk yang terdiri dari merek kualitas produk, fitur produk, desain produk, pelayanan, garansi dan harga secara simultan berpengaruh signifikan terhadap keputusan pembelian sepeda motor Honda Scoopy pada mahasiswa Universitas Tadulako. Selanjutnya variabel merek secara parsial berpengaruh signifikan terhadap keputusan pembelian sepeda motor Honda Scoopy pada mahasiswa Universitas Tadulako, kualitas produk secara parsial berpengaruh signifikan terhadap keputusan pembelian sepeda motor Honda Scoopy pada mahasiswa Universitas Tadulako, fitur produk secara parsial berpengaruh signifikan terhadap pembelian sepeda motor Honda Scoopy pada mahasiswa Universitas Tadulako, Desain secara parsial berpengaruh signifikan terhadap keputusan pembelian sepeda motor Honda Scoopy pada mahasiswa Universitas Tadulako, Pelayanan secara parsial berpengaruh tidak signifikan terhadap keputusan pembelian sepeda motor Honda Scoopy pada mahasiswa Universitas Tadulako, Garansi secara parsial berpengaruh signifikan terhadap keputusan pembelian sepeda motor Honda Scoopy pada mahasiswa Universitas Tadulako, dan Harga secara parsial berpengaruh signifikan terhadap keputusan pembelian sepeda motor Honda Scoopy pada mahasiswa Universitas Tadulako.