PENGARUH PERSEPSI HARGA, EKUITAS MEREK, KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR VARIO 150 CC DI KABUPATEN KEBUMEN

This study aims to determine the effect of price perception, brand equity, product quality on purchasing decisions. The subject of this research was the Vario 150 CC product which was carried out in Kebumen district. The number of samples used in this study were 100 respondents who had sampled and used Vario 150 CC by using an incidential technique. This research data is included in the primary data obtained by distributing questionnaires. The results of this study are as follows: 1) price perception has a significant effect on purchasing decisions, it can be concluded that the price perception variable has a significant influence on purchasing decisions, 2) brand equity influences to the purchase decision, it can be concluded that the brand equity variable has a significant influence on the purchase decision. Then it can be concluded that the product quality variable has a significant influence on the purchase decision. 3) product quality influences the purchase decision, it can be concluded that the product quality variable has a significant influence on purchasing decisions. 4) the perception of price, brand equity, and product quality together influences the purchase decision, so it can be concluded that together the same variables perceived price, brand equity and product quality significantly influence purchasing decisions.