The Influence of Service Quality and Product Quality toward Purchase Decision of Honda Motorcycle at AHM Bintaro

Aris Ariyanto; Mada Faisal Akbar; Abdul Khoir; Ivantan

Aris Ariyanto Department of Management, Faculty of Economics Universitas Pamulang, Banten
Mada Faisal Akbar Department of Management, Faculty of Economics Universitas Pamulang, Banten
Abdul Khoir Department of Management, Faculty of Economic, Universitas Pamulang Tangerang Selatan, Banten
Ivantan Department of Management, Faculty of Economic, Universitas Pamulang Tangerang Selatan, Banten

Keywords: Service quality, Customer satisfaction.

Abstract

This study aims to find out the influence of service quality and product quality toward purchase decisions of Honda motorcycles at Bintaro AHM. The method used is explanatory research with analysis techniques that use statistical analysis with the testing of regression, correlation, determination and hypothetical test. The results of this study indicate that service quality has a significant influence toward purchase decisions by 38.7%, the hypothetical test is obtained that t count > t table or (7.865 > 1.984). Product quality has a significant influence toward purchase decisions by 50.4%, the hypothetical test is obtained that t count > t table or (9.976 > 1.984). Service quality and product quality simultaneously have a significant influence toward purchase decisions with the regression equation of Y = 8.545 + 0.280X1 + 0.519X2 and the contribution of the influence is 57.4%, the hypothetical test is obtained that F count > F table or (65.339 > 2.700).