PENGARUH HARGA DAN DESAIN PRODUK TERHADAP MINATBELI MOTOR HONDA DI DEALER HONDA SEKAWAN MOTORGALUNGGUNG KOTA MALANG
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Abstract
This study aims to describe price, product design, and purchase intention, as well
as to analyze the effect of price and product design on purchase intention of
Honda motorcycles, both simultaneously and partially, at Dealer Honda
Sekawan Motor Galunggung Malang City. The research method used is a
quantitative approach with accidental sampling technique, a part of nonprobability sampling, involving 100 dealer visitor respondents. Primary data
were collected through a Likert-scale questionnaire and analyzed using validity
tests, reliability tests, classical assumption tests, and multiple linear regression
analysis. The results showed that price and product design simultaneously had a
positive and significant effect on purchase intention (Fcalc 36.608 > Ftable 3.09;
sig. 0.001). Partially, price had a positive and significant effect on purchase
intention (tcalc 4.798; sig. 0.001), as did product design (tcalc 3.511; sig. 0.001).
The coefficient of determination (Adjusted R Square) was 0.418, which means
that price and product design explained 41.8% of the variation in purchase
intention, while the remainder was influenced by other variables outside this
study. These findings emphasize that competitive pricing and attractive,
functional product design are essential strategies for dealers to increase
consumer purchase intention.
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