THE EFFECT OF BRAND IMAGE, PRODUCT QUALITY AND PRICE ON HONDA SCOOPY PURCHASE DECISIONS AT THE FACULTY OF ECONOMICS AND BUSINESS, MALIKUSSALEH UNIVERSITY

Abstract

The abstract serves as a concise summary of your research paper, highlighting the essential components that provide readers with an overview of your work. It should effectively capture the key issues addressed, the primary objectives of the study, the methods utilized, and the significant results achieved. This summary must be written in a single cohesive paragraph, limited to a maximum of 200 words. Ensure to follow the formatting specifications: use Times New Roman font, size 11, with single spacing, and present it in italics. The goal is to engage the reader while succinctly conveying the importance and impact of your findings. This study aims toanalyze the effect of Brand Image, Product Quality, and Price on the Purchasing Decision of Honda Scoopy motorcycles among students of the Faculty of Economics and Business, Universitas Malikussaleh. The results indicate that Brand Image has a positive and significant effect on Purchasing Decision, with a significance value of 0.001 < 0.05 and a t-value of 3.447. Product Quality has a negative and significant effect on Purchasing Decision, with a significance value of 0.000 < 0.05 and a t-value of -3.611. Price has a positive and significant effect on Purchasing Decision, with a significance value of 0.000<0.05 and a t-value of 14.574. Simultaneously, Brand Image, Product Quality, and Price have a significant effect on Purchasing Decision, with an F-value of 97.990 and a significance value of 0.000. The Adjusted R Square value of 0.718 indicates that 71.8% of the variation in Purchasing Decision can be explained by the three independent variables, while the remaining 28.2% is influenced by other variables that were not examined in this study.