The Influence of Product Quality, Price, and Promotion on the Purchase Decision of Honda Motorcycles
DOI:
https://doi.org/10.38035/dijms.v7i1.5685Keywords:
Product Quality, Price, Promotion, Purchase Decision, Honda MotorcycleAbstract
This study aims to analyze the influence of product quality, price, and promotion on the purchasing decisions of Honda motorcycles, and to identify the most dominant influencing variable. This research is quantitative with a case study on Honda Matic motorcycle users in the city of Blora. The sampling was conducted using a purposive sampling technique with a total of 110 respondents. Data were collected through questionnaires and analyzed using multiple linear regression analysis with the SPSS software. The results of the study show that: (1) Product quality has a positive and significant effect on purchasing decisions. (2) Price has no significant effect on purchasing decisions. (3) Promotion has a positive and significant effect on purchasing decisions. (4) Product quality, price, and promotion simultaneously have a significant effect on purchasing decisions. The analysis also found that promotion is the most dominant variable influencing the purchasing decisions of Honda Matic motorcycles in the city of Blora. The coefficient of determination (R²) indicates that 41.7% of the purchasing decision variable can be explained by the variables of product quality, price, and promotion, while the remainder is influenced by other factors outside this study.
References
Almunadi, L., & Arifin, J. (2021). Pengaruh kualitas produk terhadap keputusan pembelian sepeda motor Honda merek Scoopy (survei pada pemilik kendaraan sepeda motor Honda merek Scoopy di Kampus STIA Tabalong). JAPB, 4(1), 281–295.
Amelia, R., Hou, A., Harianto, A., Razaq, M. R., & Sanjaya, M. (2025). Media sosial, FOMO, dan niat beli: Sebuah studi kuantitatif pada e-commerce. Jurnal Ilmiah Mahasiswa Perbankan Syariah, 5(1), 53–66. https://doi.org/10.36908/jimpa.v5i1.518
Andriyani, Y., & Zulkarnaen, W. (2017). Pengaruh kualitas produk terhadap keputusan pembelian mobil Toyota Yaris di Wijaya Toyota Dago Bandung. Jurnal Ilmiah Manajemen, Ekonomi, Akuntansi, 1(2), 80–103. https://doi.org/10.31955/mea.vol1.iss2.pp80-103
Anggar, K. (2018). Analisis pengaruh harga, kualitas produk, dan promosi terhadap keputusan pembelian sepeda motor (Studi kasus pada konsumen di Kota Semarang). Angewandte Chemie International Edition, 6(11), 951–952. pp. 12–44.
Aptaguna, A., & Pitaloka, E. (2016). Pengaruh kualitas layanan dan harga terhadap minat beli jasa Go-Jek. Widyakala Journal, 3, 49. https://doi.org/10.36262/widyakala.v3i0.24
Fatmawati, N., & Soliha, E. (2017). Kualitas produk, citra merek dan persepsi harga terhadap proses keputusan pembelian konsumen sepeda motor matic “Honda.” Jurnal Manajemen Teori dan Terapan: Jurnal of Theory and Applied Management, 10(1), 1. https://doi.org/10.20473/jmtt.v10i1.5134
Krabes, G. (2015). Marketing management. Course Outline, 1–8.
Maghfur, M. D., & Wahyuni, D. U. (2022). Pengaruh kualitas produk, promosi dan harga terhadap keputusan pembelian pada PT. Astra Honda di Paciran Lamongan. Jurnal Ilmu dan Riset Manajemen, 11(12), 1–16.
Moercahyono, F. F., & Pasaribu, Y. M. (2023). Dampak kebijakan impor kendaraan terhadap tren desain skuter matik di Indonesia. Jurnal Desain Indonesia, 5, 30–57. https://jurnal-desain-indonesia.com/index.php/jdi/article/view/326/64
Nardo, L., & Prasetiyo, B. (2022). Pengaruh kualitas produk dan persepsi harga terhadap keputusan pembelian sepeda motor Honda Beat pada dealer CV Supra Jaya Motor Cianjur. Transekonomika: Akuntansi, Bisnis dan Keuangan, 2(5), 433–448. https://doi.org/10.55047/transekonomika.v2i5.234
Nurhayati, S. (2017). Analisa pengaruh intellectual capital terhadap kinerja pasar dan kinerja keuangan pada perusahaan LQ45 yang terdaftar di Bursa Efek Indonesia periode tahun 2010–2013. Jurnal ASET (Akuntansi Riset), 9(1), 133. https://doi.org/10.17509/jaset.v9i1.5260
Purba, R. S., & Syaifullah. (2020). Pengaruh promosi penjualan dan kualitas produk terhadap keputusan pembelian produk Carvil di Kota Batam. Jurnal Akrab Juara, 5, 228–239.
Sugiyono, P. D. (2016). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Sugiyono, P. D. (2017). Metode penelitian kualitatif (3rd ed.). Bandung: Anggota Ikatan Penerbit Indonesia.
Suhada, S., Mulyati, M., & Sumarni, S. (2025). Pengaruh harga dan citra merek terhadap keputusan pembelian smartphone Vivo. Journal of Economic Resources, 8(2), 1037–1047. https://doi.org/10.57178/jer.v8i2.1635.
Winarti, M. E., Fanggidae, A. H. J., Salean, D. Y., & Fanggidae, R. P. C. (2023). Pengaruh kualitas produk, citra merek dan promosi terhadap keputusan pembelian sepeda motor merek Honda (Studi kasus pada dealer sepeda motor Honda CV Raja Jaya Motor Maumere). Glory: Jurnal Ekonomi dan Ilmu Sosial, 4(2), 295–306. https://doi.org/10.35508/glory.v4i2.10477.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Achmad Fany Fandholi, Febryantahanuji Febryantahanuji
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Dinasti International Journal of Management Science (DIJMS) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Management Science (DIJMS).
