Pengaruh Design, Kualitas Layanan, Motivasi Terhadap Keputusan Pembelian Sepeda Motor Honda Scoopy (Studi Kasus Konsumen Honda Surya Gemilang Motor Lamongan)

Abstract

Abstract

 

This research aims to analyze the influence of design, service quality, and motivation on the purchase decision of Honda Scoopy motorcycles. The type of research used is quantitative, with data collection methods using questionnaires. The sample in this study consists of 75 respondents, and the data is processed using the SPSS data processing program. This study has met the validity and reliability tests. The data analysis used in this research includes classical assumption tests, multiple linear regression tests, statistical tests, and the coefficient of determination. The variables used in this study are design, service quality, and motivation as independent variables, while the dependent variable in this study is the purchase decision of Honda Scoopy motorcycles. The results of this study indicate that all variables (design, service quality, and motivation) have a positive and significant effect on the purchase decision of Honda Scoopy motorcycles.

 

Keywords: Design, Service Quality, Motivation, Purchase Decision.