PENGARUH HARGA, KUALITAS PRODUK, DAN HARGA JUAL KEMBALI TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA DI PALEMBANG

This study aims to see the effect of price, product quality, and resale price to the purchase decision of Honda motorcycles in the city of Palembang. The population is consumers who already use Honda motorcycles. The sample is consumers who have been using Honda motorcycles for about a month; The sampling technique uses nonprobability sampling. Data obtained through the distribution of questionnaires to 97 respondents. To find out the results of this study using the Statistical Package for Social Science (SPSS). The results showed the price, product quality, and resale price positively affect the purchase decision of Honda motorcycles in the city of Palembang. Keywords: Price, product quality, resale price, purchase decisio