PENGARUH BRAND AWARENESS, PERCEVED QUALITY, DAN PRICE TERHADAP KEPUTUSAN PEMBELIAN HONDA VARIO 125 DI DEALER ASTRA HONDA SEMARANG

Abstract

Motocycle industry in the era of globalization is now faced with increasingly of fierce competition, especially on the matic motorcycle competition. The producer be faced with competition of brand domination. A Company can determine the right marketing strategy so that the business can survive to win the competition, as well as the objectives of the company can be achieved. Therefore the effective strategy is needed to maintain the existence and expand market share. Based on the above, hence the tittle of this research is “The Effect of Brand Awareness, Perceived Quality, and Price Againt of buying decision for Honda Vario 125 at Astra Dealer Semarang”. The purpose of this research is to analyze the influence of brand awareness, perceived quality, and price to the buying decision of Honda Vario 125 in Honda Astra Dealer Semarang. The population in this study is that consumers who is buying Honda Vario in Semarang, while the samples are 100 respondents were obtained using technique of sampling is quota sampling. The type of data used is primary data, using the methode of data questionary. The analysis tool is used multiple regression. The results using multiple regression analysis are: Brand Awareness positive influence on purchasing decisions, it is proved by the significant value 0.000 <0.05. Thus the better brand awareness, increasing the purchasing decision. Quality Perceved positive influence on purchasing decisions, it is proved by the significant value 0.000 <0.05. Thus perceved the better the quality, the increasing purchasing decisions. Price positive influence on purchasing decisions, it is proved by the significant value of 0.001 <0.05. Those the more appropriate price, then the purchasing decisions is increasing. Keywords: Brand Awareness, Perceived Quality, Price and Purchase Decision