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THE INFLUENCE OF SERVICE QUALITY, PRICE, AND BRAND LOYALTY ON MOTORCYCLE PURCHASE DECISION AT DEALER CV.ANDALAS
MOTOR BENGKALIS
Name of Student : Malika Nefti Budi Asih Registration Number : 5404171107
Advisor : Hutomo Atman Maulana, S.Pd,. M.si
ABSTRACT
This study aims to determine The Influence of Service Quality, Price, and Brand Loyalty on Motorcycle Purchase Decision at Dealer CV.Andalas Motor Bengkalis.This research is an associative study and the type of data used is quantitative data. The population used is consumers who have bought a motorcycle at the dealer CV.Andalas Motor Bengkalis The sample in this study amounted to 100 respondents.The technique used is multiple linear regression with the regression model Y = 1.821 + 0.163X1 + 0.299X2 + 0.207X3 + e.The results of this study indicate that partially service quality has a positive and significant effect on purchasing decisions by obtaining a tcount of 2.466, price has a positive and significant effect on purchasing decisions by obtaining a tcount of 4.045. Brand loyalty has a positive and significant effect on purchasing decisions by obtaining tcount of 6.158. Simultaneously, Service Quality, Price, and Brand Loyalty have a positive and significant effect on motorcycle purchasing decisions at the dealer CV Andalas Motor Bengkalis by obtaining Fcount 67,837. The variables of service quality, price and brand loyalty contributed 67.9% as seen from the adjusted R square value or the coefficient of determination of 67.9%.
Keywords: Service Quality, Price, Brand Loyalty, Purchase Decision
