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PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PT. ISTANA BANDUNG RAYA MOTOR

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ABSTRACT EFFECT OF PRODUCT QUALITY DECISIONS TO PI,JRCIIASE IN. BANDTJNG RAYA MOTOR PALACE By: Immanuel Jurista Brahmana The purpose of this study was to determine the quality of the product and the Honda brand car brand car buying decision at the Istana Bandung Raya Honda Motor, and assess the influence on purchase decisions quality producs at PT' Istana Bandung Raya Motor. This research was conducted with descripive methods. Data was collected through interviews and questionnaires were distributed to respondents who visited PT. Iitana Bandung Raya Motor. The data obtained were processed using SPSS version 16. Techniques of data analysis is to use the correlation coefficient analysis, tests of significance, and the coefficient of determination analysis. Based on statistical analysis of Pearson Product Moment correlation coeffrcients lsrown r : 0.572 which shall mean that there is a moderate and positive relationship between the quality of the product with the Honda brand car purchase decision on PT. Irt ou Bandung Raya Motor. Sigrrificance of test results obtained t counP t table (4.3F 2.92) with tr : 0.05, which means that H0 is rejected and Ha is accepted and the determination coefticient of 32'7Yo' From these calculations it can be concluded that there is a moderate and positive relationship between the quality of the product with the purchase decision. Inlluence on product quality purchase deciiion amounted to f2.7Yo and the remainin g 61 .3Vo is influenced by other factors outside the study.