The Influence of Price and Product Quality on Purchasing Decisions with Brand Image as an Intervening Variable (Study on Honda Motorcycle Consumer in Semarang City)

Authors

  • Rikhadatul Ade Arlia Universitas Muhammadiyah Semarang
  • Nurhayati Nurhayati Universitas Muhammadiyah Semarang

Keywords:

Price, Product Quality, Brand Image, Purchasing Decisions, Intervening

Abstract

This research was motivated by a phenomenon that was widely discussed by the public in mid-August 2023, in which there were complaints from the public regarding the case of the Esaf frame, namely the frame of a motorbike belonging to the Honda manufacturer which was said to rust easily so it quickly became porous and broke. So it can be formulated in this research that how consumers make decisions to purchase motorbikes amidst this phenomenon is based on price, product quality and brand image. This research uses quantitative methods using nonprobability sampling methods. In this research, the data source used is primary data with a statistical analysis tool, namely Smart PLS 4.0. The respondents in this study were 100 people who met the requirements as users and buyers of Honda motorbikes in Semarang City. The research results show that price has a positive influence on purchasing decisions, product quality has a positive influence on purchasing decisions, brand image has a positive influence on purchasing decisions, price has a positive influence on brand image, and product quality has a positive influence on brand image.

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Published

2024-07-27 — Updated on 2024-11-25

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How to Cite

Arlia, R. A. ., & Nurhayati, N. (2024). The Influence of Price and Product Quality on Purchasing Decisions with Brand Image as an Intervening Variable (Study on Honda Motorcycle Consumer in Semarang City). Economics and Business International Conference Proceeding, 1(2), 462–472. Retrieved from http://429005.jxltd.asia/index.php/EBiC/article/view/458 (Original work published July 27, 2024)

Issue

Vol. 1 No. 2 (2024): 1st Economics and Business International Conference (EBIC)

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