PENGARUH PERSEPSI HARGA, KUALITAS PRODUK, KUALITAS PELAYANAN, DAN PENGALAMAN TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR BEKAS PADA SHOWROOM DIDO MOTOR DI BLITAR

This research aims to examine the influence of Price Perception (X1), Product Quality (X2), Service Quality (X3), and Experience (X4) on Purchasing Decisions (Y) at Dido Motor in Blitar. Using simple random sampling, this research involved 172 respondents who filled out a questionnaire. Data analysis in this study used multiple linear regression using the SPSS Version 25 program. The results of the research showed that in the validity test each question item on the variables (perception of price, product quality, service quality, and experience) had a significance value of <0.05, so the data was declared valid. Next, there is a reliability test for each variable which has a cronbqach alpha value > 0.60 so that the question is declared reliable. Then in the t test it is known that each variable has a significance value of t < 0.05 and a value of tcount > ttable so that perceptions of price, product quality, service quality and experience have a significant influence on the decision to purchase a used motorbike at Dido Motor Blitar.