The Influence of Price Perception, Product Quality, and Product Design on Consumer Purchasing Decisions of Honda Motorcycles (Case Study: Honda PCX Motorcycle Club Surabaya)

Wildan Kurnia Saputra; Siti Rabiah; Muhammad Abdul Bishri Rafiudin; Arya Gandewa Prasetyo; Mukti Ali

doi:10.61536/escalate.v4i02.727

Authors

Wildan Kurnia Saputra Undergraduate Management Study Program, Faculty of Economics and Business, Maarif Hasyim Latif University, Sidoarjo
Siti Rabiah Undergraduate Management Study Program, Faculty of Economics and Business, Maarif Hasyim Latif University, Sidoarjo
Muhammad Abdul Bishri Rafiudin Undergraduate Management Study Program, Faculty of Economics and Business, Maarif Hasyim Latif University, Sidoarjo
Arya Gandewa Prasetyo Undergraduate Management Study Program, Faculty of Economics and Business, Maarif Hasyim Latif University, Sidoarjo
Mukti Ali Undergraduate Management Study Program, Faculty of Economics and Business, Maarif Hasyim Latif University, Sidoarjo

DOI:

https://doi.org/10.61536/escalate.v4i02.727

Keywords:

Price Perception, Product Quality, Product Design, Purchase Decision, Honda PCX

Abstract

This study aims to analyze the influence of price perception, product quality, and product design on consumer purchasing decisions among members of the Honda PCX Club Surabaya. This study used a quantitative approach with an explanatory research design. Data were collected through questionnaires from 71 respondents using a Likert scale and analyzed using multiple linear regression with SPSS. The results show that price perception, product quality, and product design have a positive and significant influence on purchasing decisions, with regression coefficients of 0.245, 0.289, and 0.391, respectively. Simultaneously, the three variables significantly influence purchasing decisions, as indicated by an F value of 59.809 and a significance value of 0.000. The R Square value of 0.728 indicates that 72.8% of the variation in purchasing decisions is explained by price perception, product quality, and product design, while the remaining 27.2% is explained by other factors outside the model. Among the variables examined, product design has the strongest influence

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