Pengaruh Kualitas Produk Dan Kelompok Referensi Terhadap Keputusan Pembelian Sepeda Motor Scoopy Pada PT. Astra Motor Pekanbaru

Abstract

The goal of this research is to investigate how the quality of the goods and group comparisons impact purchasing decisions for Scoopy motorcycles at PT. Astra Motor Pekanbaru from 2018 to 2022. This study uses a quantitative research methodology and a purposive sampling technique. The sample size included 93 consumers. Data were collected using surveys and analyzed using SPSS version 20. Examples of data testing include multiple linear regression and classical assumption tests. The study's findings reveal that product quality has a significant influence on Scoopy bike buying decisions, hence the first hypothesis (H1) is supported. Similarly, reference groups had a considerable influence on Scoopy's motorcycle purchase decisions, supporting the second hypothesis (H2). The study found that product quality and reference groups significantly influence Scoopy motorbike purchase decisions (p-value < 0.05). The determination coefficient test findings show that 48.9% of Scoopy motorbike purchase decisions are impacted by product quality and reference groups, with the remaining 51.1% influenced by variables that have not been investigated or are outside the scope of this study