The Influence of Personal Selling, Product Design, and Product Innovation on the Decision to Purchase a Honda Motorcycle in Pekanbaru City

Dinda Purnamasari, Wan Laura Hardilawati, Dede Iskandar Siregar, Ikhbal Akhmad, Fitri Ayu Nofirda

Abstract


The aim of this research is to determine the influence of personal selling, product design and product innovation on purchasing decisions for Honda motorbikes in the city of Pekanbaru. The population in this study is all consumers who use Honda motorbikes, the number of which is unknown. This research uses a purposive sampling technique, namely sampling based on certain criteria and considerations with a sample size of 105 respondents. The data used in this research uses primary data, namely using the questionnaire distribution method. The data analysis method used in this research uses multiple linear regression analysis. Based on the research results, the personal selling variable has a positive and significant effect on purchasing decisions, while the product design variable has a positive but not significant effect, and the product innovation variable is stated to have a positive and significant effect on purchasing decisions.


Keywords


Personal Selling, Product Design, Product Innovation, Purchasing Decisions

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References


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DOI: https://doi.org/10.30596/miceb.v1i0.478

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