The Influence of Product Design and Price on Yamaha Fazzio Purchase Decision Through Consumer Attitude as a Mediation Variable at Yamaha Central Malang Dealer Pos
1Fransiska Eva Karlina, 2Moh Nur Singgih, 3Estikowati
1,2,3Master of Management Study Program, Merdeka University of Malang, Indonesia
https://doi.org/10.47191/jefms/v8-i2-14ABSTRACT:
The purpose of this study is; To analyze the influence of product design and price on purchasing decisions for Yamaha Fazzio through consumer attitudes as a mediating variable at the Yamaha Central Malang Dearel Post. This study uses a quantitative method. The population of this study were customers who made purchases of Yamaha Fazzio in 2024, totaling 333 purchases. The sampling technique used a simple random sampling technique so that the sample used was 182 people. The data collection technique used primary data by distributing questionnaires and Google forms to respondents. The analysis in this study used SPSS software. The results of this study are; 1) there is a positive and significant influence between product design on purchasing decisions for Yamaha Fazzio at the Yamaha Central Malang Dearel Post. 2) there is a positive and significant influence between price on purchasing decisions for Yamaha Fazzio at the Yamaha Central Malang Dearel Post. 3) there is a positive and significant influence between consumer attitudes towards purchasing decisions for Yamaha Fazzio at the Yamaha Central Malang Dealer Post. 4) there is a positive and significant influence between product design on consumer attitudes for Yamaha Fazzio at the Malang Central Dealer Post. 5) There is a positive and significant influence between price on consumer attitudes of Yamaha Fazzio at the Yamaha Central Dealer Post in Malang. 6) There is a positive and significant influence between product design and price on purchasing decisions of Yamaha Fazzio at the Yamaha Central Dealer Post in Malang. 7) There is a positive and significant influence between product design and price on consumer attitudes of Yamaha Fazzio at the Yamaha Central Dealer Post in Malang. 8) There is a positive and significant influence between product design and price on purchasing decisions of Yamaha Fazzio through consumer attitudes at the Yamaha Central Dealer Post in Malang.
KEYWORDS:
Product Design, Price, Consumer Attitude, Purchasing Decision
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