PENGARUH HARGA, KUALITAS PRODUK DAN DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN MOTOR YAMAHA NMAX 155 (STUDI KASUS PADA SENTRAL YAMAHA TIMBUL JAYA KOTA KEDIRI)

Abstract

This study aims to analyze the effect of Price, Product Quality, and Digital Marketing on the Purchase Decision of Yamaha NMAX 155 at Sentral Yamaha Timbul Jaya, Kediri City. This research employed a quantitative causality method with a sample of 40 consumers selected through quota sampling. Data were collected using a Likert scale questionnaire and analyzed using multiple linear regression with SPSS 25. The results indicate that Price and Product Quality partially have a positive and significant effect on Purchase Decision, whereas Digital Marketing has no significant effect. Simultaneously, all three variables significantly influence Purchase Decision, with an Adjusted R Square value of 0.600. The novelty of this study lies in the simultaneous examination of these three variables among Yamaha NMAX 155 consumers at a specific dealer in Kediri City, which has rarely been explored in prior research