The Influence Of Price and Brand Image on The Purchase Decision of Honda Vario Motorcycle Techno 125 PGM FI in Medan

Abstract

Purchase decision is a purchase intention from consumers. Decreasing purchasing decisions is a difficult problem for companies. With declining purchases, it will be difficult for companies to market their products. Price is the value in terms of money paid by consumers as a selling price for the product. Comparison of existing prices will make consumers make choices about the quality offered by these products. Brand image is the value possessed by the product in determining the choice of a product. The theory used in the research is marketing management theories related to price, brand image and purchasing decisions. The research method used is a quantitative approach. The data testing technique uses the slovin formula. Methods of data collection by interview, distribution of questionnaires and documentation study. The analytical method used is multiple linear regression, the coefficient of determination of the test simultaneously (F-Test) and partially (T-Test). The population used is 746 consumers and the number of samples used is 260 people. The results showed that the price and brand image simultaneously and partially had a significant effect on purchasing decisions with a coefficient of determination of 27.3% and the remaining 72.7% explained by independent variables that were not examined such as product quality, service and product. .With the value of Fcount> Ftable (49,622 > 3.08) and the t-test value tcount > ttable for the price variable (4.734>1.983) and the brand image variable (8.095>1.983). Thus the price and brand image have a positive and significant effect on purchasing decisions.