Pengaruh Citra Merek, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Sepeda Motor Matic Honda (Study kasus mahasiswa Universitas Muhammadiyah Surakarta)

This study aims to determine the magnitude of the influence of brand image, product quality and price on purchasing decisions for Honda Matic motorcycles and to find out which variables are the most influential on purchasing decisions for Honda Matic motorcycles. The population of this study were students of the Muhammadiyah University of Surakarta who bought and used automatic motorcycle products and the sample used in this study was 100 respondents. This type of research methodology is quantitative. The sampling technique that will be used is non propability sampling using accidential sampling. The analytical method used is statistical product and service solutions (SPSS). The results showed the magnitude of the influence of brand image variables on purchasing decisions by 7.87%. The magnitude of the effect of product quality variables on purchasing decisions was 24.29%. Based on the results of the study note that the most influential variable on motormatic purchasing decisions is the product quality variable with an influence of 24.29%