Factors Driving Purchase Decision of the Honda Scoopy
DOI:
https://doi.org/10.18326/jiem.v6i1.6910Keywords:
Brand Image, Islamic Ethics of Consumption, Price, Product Quality, Purchase DecisionAbstract
The purpose of this study is to determine the influence of product quality, brand image, price, and Islamic ethics of consumption on the decision to purchase a Honda Scoopy in Bukittinggi. The research methodology is a quantitative method, collecting data through questionnaires that have been given or distributed to buyers or users of Honda Scoopy in Bukittinggi City. After the data has been collected as many samples as needed, it is then analyzed using statistical methods that identify how much influence independent variables have on purchase decision. Then, the results of this study show that two variables, namely brand image and price, are proven to have a significant impact on purchase decision. The two variables other, do not show a significant influence partially. However, simultaneously all four variables still contribute to the decision to purchase a Honda Scoopy. The final findings of this study indicate that consumers views on brand image variables, as well as price factors, significantly influence the decision making process in purchase decision a Honda Scoopy.
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