The Influence of Service Quality, Price, and Brand Loyalty on Motorcycle Purchase Decision at Dealer CV. Andalas Motor Bengkalis

Inovbiz: Jurnal Inovasi Bisnis Seri Manajemen, Investasi dan Kewirausahaan Pub Date : 2021-05-17 DOI:10.35314/INOVBIZMIK.V1I1.1873

Malika Nefti Budi Asih, Hutomo Atman Maulana

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Abstract

This study aims to determine the effect of Service Quality, Price, and Brand Loyalty on Motorcycle Purchase Decisions at dealer CV.Andalas Motor Bengkalis. This research is associative research. The population used by consumers who buy motorbikes at dealer CV Andalas Motor Bengkalis with a sample size of 100 respondents. The technique used is multiple linear regression with the regression model Y=1.821 + 0.163X1 + 0.299X2 + 0.207X3 + e. The results of this study indicate that partially service quality has a positive and significant effect on purchasing decisions with tcount 2.466, price has a positive and significant effect on purchasing decisions with tcount 4.045. Brand loyalty has a positive and significant effect on purchasing decisions with tcount 6.158. Simultaneously, Service Quality, Price, and Brand Loyalty have a positive and significant effect on motorcycle purchasing decisions at dealer CV.Andalas Motor Bengkalis with Fcount 67.837 seen from the coefficient of determination 67.9%.

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服务质量、价格、品牌忠诚度对经销商购买决策的影响。Andalas Motor Bengkalis

本研究旨在探讨服务品质、价格、品牌忠诚度对摩托车购买决策的影响。Andalas Motor Bengkalis。这项研究是联想研究。在经销商CV Andalas Motor Bengkalis购买摩托车的消费者所使用的人口样本为100名受访者。采用多元线性回归技术，回归模型Y=1.821 + 0.163X1 + 0.299X2 + 0.207X3 + e。本研究结果表明，部分服务质量对购买决策有正向显著影响，tcount为2.466，部分价格对购买决策有正向显著影响，tcount为4.045。品牌忠诚对购买决策有正向显著影响，tcount为6.158。同时，服务质量、价格和品牌忠诚度对经销商CV的摩托车购买决策有显著的正向影响。Andalas Motor Bengkalis的Fcount为67.837，由决定系数为67.9%。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Inovbiz: Jurnal Inovasi Bisnis Seri Manajemen, Investasi dan Kewirausahaan

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