Faktor Keputusan Pembelian Pada Sepeda Motor Honda Beat Studi Kasus : Mahasiswa FEB UMS yang menggunakan Honda Beat

The purpose of this study is to find out: (1) The effect of the price on purchasing decision on Honda motorcycle Beat on students at Universitas Muhamadiyah Surakarta (2) The influence of brand image on the purchase decision oh Honda Beat motorbikes on student at Universitas Muhammadiyah Surakarta (3) The influence of price and brand image on the purchase decision of Honda Beat motorbikes on students at Universitas Muhammadiyah Surakarta. The type of research conducted is descriptive analysis method. The population in this study were users of Honda Beat motors for students at Universitas Muhammadiyah Surakarta. The sample collection technique uses accidental sampling with a total sampe of 120 respondents. Data collection technique using questionnaires and data analysis technique used to answer hypotheses are multiple regression analysis. Research results show that : (1) Variables price does not affect the purchasing decision (2) Brand image variable influences purchasing decision. (3) Price variable and brand image have a simultaneous or join effect on purchasing decision