PENGARUH KUALITAS PRODUK, HARGA DAN KEPUTUSAN PEMBELIAN TERHADAP LOYALITAS MEREK PENGGUNA SEPEDA MOTOR SKUTIK HONDA

Abstract

The purpose of this study is to determine whether the product quality, price, and purchasing decisions influence on brand loyalty. The population in this research is Honda scooter motorcycle users

The sampling technique was done by using validity test, reliability test, normality test, homogeneity test, and linearity test with samples obtained was 150 respondents. Methods of data collection were done by distributing questionnaires. Hypothesis testing research using path analysis with tool of application SPSS version 22.

The results showed that product quality and price significantly influence purchasing decision, and purchasing decision have a significant effect to consumer loyalty. To increase Honda brand loyalty, prices should set worth it with product quality to improve purchasing decisions.