SUTIYOWATI, TIYA (2025) PENGARUH IKLAN, KUALITAS PRODUK DAN SELERA KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPEDA MOTOR HONDA DI KARANGGENENG LAMONGAN. Other thesis, UNIVERSITAS GRESIK.
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Abstract
This study aims to examine the effect of advertising, product quality and consumer tastes on purchasing decisions for Honda motorcycles in Karanggeneng Lamongan District. The high interest of the community in Karanggeneng District towards Honda motorcycles is used as the background of the problem in this study. In this study using data collection with a questionnaire method with a sample of 100 respondents, the sampling technique used the Slovin formula and the data analysis used in this study was the multiple linear regression method. The results of this study indicate that all independent variables, namely advertising, product quality and consumer tastes have a significant influence on the dependent variable, namely purchasing decisions. In the independent variable, the consumer's taste variable has the most dominant influence on the dependent variable, namely the purchase decision, this is indicated by the coefficient value of 0.401. This is due to the high interest of respondents in Honda brand motorcycle products.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Advertising, Product Quality, Consumer Taste, and Purchase Decision |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi > S1 Manajemen |
| Depositing User: | Sutiyowati Sutiyowati |
| Date Deposited: | 04 Aug 2025 02:38 |
| Last Modified: | 04 Aug 2025 02:38 |
| URI: | http://elibs.unigres.ac.id/id/eprint/3688 |
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