ABSTRACT

NANI DEWI SUSANTI, Product Attribute Influence Buying Decision Supra Fit Honda Motorcycles at CV. Honda Semoga Jaya Samarinda, under the guidance Nilam Korompot and Asnawati.
The issue to be raised whether the attributes of the product, which consists of the brand, service, warranties, quality, and design together significantly, influence the decision to purchase products Supra Fit Honda Motorcycles at CV. Semoga Jaya Samarinda? Whereas the second problem which of the attributes of products dominate the decision to buy products Supra Fit Honda Motorcycles at CV. Semoga Jaya Samarinda? Presumably the authors proposed the hypothesis that product attributes such as brand, service, warranties, quality and design of a positive influence on the decision to buy motorbike Honda Supra Fit in CV. Semoga Jaya Samarinda. While the second hypothesis predicted brand attributes dominate the purchase decision Supra Fit Honda Motorcycles at CV. Semoga Jaya Samarinda.
Based on calculations, it is obtained the following regression equation: Y = 0.317 + 0.261 X1 + 0.232 X2 + 0.178 X3 + 0.241 X4 + 0.193 X5
This means that based on the equation above, can be explained that the brand
(X1), services (X2), collateral (X3), quality (X4), Design (X5) had positive influence on purchase decisions of products of Honda Supra Fit
R value of 0.962. This means shows a very strong relationship of brand variables (X1), services (X2), collateral (X3), quality (X4), Design (X5) to the purchasing decision of products of Honda Supra Fit for 0.962. R Square value indicates the results amounted to 0.925. This means that of the five variables studied together - the same impact the purchasing decisions of products of Honda
Supra Fit for 92.55% and 7.5% explained by his side outside of the other factors.
F value of 380.981 values obtained with the significant level of 0.000, while for 2.26 F table therefore Fcount > Ftable or 380.981 > 2.26 so that H0 refused Ha accepted. Since the F value is greater than the F table meant that jointly or simultaneously independent variable (X) significantly affects the dependent variable (Y), then the hypothesis which states that the independent variables, service, warranties, quality and design together influential significant correlation with the purchase decision is not free or supra honda motorcycle fit in CV. Semoga Jaya Samarinda accepted.
Brand variables (X) has a regression value of 0.261 with significance of
0.000 and t value of 15.068 which means brand variable (X1) dominate the purchase decision of products of Honda Supra Fit, then the hypothesis states that the brands dominate the motorcycle purchase decision on CV. Semoga Jaya Samarinda accepted.