Pengaruh Citra Merek, Inovasi Produk, Dan Promosi Terhadap Keputusan Pembelian Motor Matic Honda

Mohammad Febri Rendra Saputra; Deby Santyo Rusandy

doi:10.32503/hilirisasi.v3i2.9380

Mohammad Febri Rendra Saputra PT. KARYA AGUNG MEGAH JAYA IV Tulungagung
Deby Santyo Rusandy Magister Manajemen, Universitas Islam Kadiri

DOI: https://doi.org/10.32503/hilirisasi.v3i2.9380

Abstract

This study examines the influence of brand image, product innovation, and promotion on the decision to purchase automatic motorcycles at PT. Karya Agung Megah Jaya IV. The population taken from this study was 250 consumers who purchased motorcycles in October 2025, while the sample consisted of 155 consumers. The method used in this study was quantitative using the SPSS 25 application. The tests used in this study included Validity Test, Reliability Test, Classical Assumption Test (Normality Test, Linearity Test, Multicollinearity Test, Heteroscedasticity Test), Multiple Linear Regression Analysis, Hypothesis Test (Determinant Coefficient, t-test, F-test). Partially, the brand image variable obtained a t-value of 7.309 > t-table 1.97580 and 0.000 < 0.05, so H0 was rejected and Ha was accepted, meaning that the brand image variable has a partial effect on purchasing decisions. The product innovation variable obtained a t-value of 3.302 > t-table 1.97580 and 0.001 < 0.05, so H0 is rejected and Ha is accepted, meaning that the product innovation variable has a partial effect on purchasing decisions. The promotion variable obtained a t-value of 3.619 > t-table 1.97580 and 0.000 < 0.05, so H0 is rejected and Ha is accepted, meaning that the promotion variable has a partial effect on purchasing decisions. Meanwhile, the simultaneous calculation results show that the F-value of 33.914 is greater than the F-table value of 2.43 and 0.000 is less than 0.05. Thus, H0 is rejected and Ha is accepted, meaning that it can be concluded that the variables of brand image, product innovation, and promotion have a simultaneous effect on purchasing decisions.

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