Factors Driving Purchase Decision of the Honda Scoopy

Abstract

The purpose of this study is to determine and examine the influence of product quality, brand image, price, and Islamic consumption ethics on the decision to purchase a Honda Scoopy in Bukittinggi City. The chosen research methodology is a quantitative method, a method by 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 purchasing decisions. Then, the results of this study show that two variables, namely brand image and price, are proven to have a significant impact on purchasing decisions. On the other hand, the other two variables 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 purchasing a Honda Scoopy motorcycle.

Keywords: Brand Image, Islamic Consumption Ethics, Price, Product Quality, Purchasing Decisions