Pengaruh Harga, Merek, dan Kualitas Produk terhadap Keputusan Pembelian Knalpot PT. Kansai di Kota Sidoarjo

Wiki Aris Fajar Sriyanto; Mukti Ali

doi:10.61132/rimba.v4i4.2852

Authors

Wiki Aris Fajar Sriyanto Universitas Maarif Hasyim Latief
Mukti Ali Universitas Maarif Hasyim Latief

DOI:

https://doi.org/10.61132/rimba.v4i4.2852

Keywords:

Brand, Exhaust, Price, Product Quality, Purchasing Decision

Abstract

The automotive industry in Indonesia has grown significantly and become one of the vital sectors of the national economy, driving the development of supporting industries such as vehicle component and accessory production, including motorcycle exhausts. This study aims to analyze the influence of price, brand, and product quality on the purchasing decision of PT. Kansai exhausts in Sidoarjo, both partially and simultaneously. This research applied a quantitative method with a purposive sampling technique. The sample consisted of 50 respondents who were consumers making repeat orders at PT. Kansai in Sidoarjo. Data were collected through questionnaires using a Likert scale and analyzed with multiple linear regression assisted by SPSS 30. The results showed that price, brand, and product quality had a positive and significant effect on purchasing decisions, both partially and simultaneously, with a coefficient of determination of 86.5%. This indicates that the more affordable the price, the stronger the brand, and the better the product quality, the higher the purchasing decision. The findings imply that PT. Kansai should consider price, brand, and product quality as strategic factors to increase sales and customer satisfaction.

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