FISIP Magister Manajemen Magister Kenotariatan Prodi Ekonomi Pembangunan PADANG FISIP

Program Pascasarjana BOGOR FEB UNJA

PPS UNPAS

ID 003-H

CERTIFICATE This is to certify

Aris Ariyanto As Presenter

Presented a paper titled:
“The Influence Of Service Quality And Product Quality Toward Purchase Decision
Of Honda Motorcycle At AHM Bintaro“
The First International Conference on Government Education Management and Tourism
(ICoGEMT) 2021
Bandung, Indonesia,09thJanuary 2021

Chair of ICoGEMT Organized by Supported by

v en t Or g Can Tho University
sE
ia

Vietnam
an
L o up

izer

Henry Loupias International Journal of Business and Society

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The First International Conference on Government Education Management and Tourism (ICoGEMT)
Bandung, Indonesia, January 9th, 2021

ID 003-H
The Influence of Service Quality and Product Quality
toward Purchase Decision of Honda Motorcycle
at AHM Bintaro

Aris Ariyanto,2Mada Faisal Akbar,3Triyadi,4Abdul Khoir,5Ivantan

1*

Department of Management, Faculty of Economic, Universitas Pamulang

Tangerang Selatan, Banten

Author's email:1*dosen02492@unpam.ac.id;2dosen02471@unpam.ac.id
3
dosen02488@unpam.ac.id;4dosen02490@unpam.ac.id
5
dosen02504@unpam.ac.id
*Corresponding author: dosen02492@unpam.ac.id

Abstract. This study aims to find out the influence of service quality and product quality
toward purchase decisions of Honda motorcycles at Bintaro AHM. The method used is
explanatory research with analysis techniques that use statistical analysis with the testing
of regression, correlation, determination and hypothetical test. The results of this study
indicate that service quality has a significant influence toward purchase decisions by 38.7%,
the hypothetical test is obtained that t count > t table or (7.865 > 1.984). Product quality
has a significant influence toward purchase decisions by 50.4%, the hypothetical test is
obtained that t count > t table or (9.976 > 1.984). Service quality and product quality
simultaneously have a significant influence toward purchase decisions with the regression
equation of Y = 8.545 + 0.280X1 + 0.519X2 and the contribution of the influence is 57.4%,
the hypothetical test is obtained that F count > F table or (65.339 > 2.700).

Keywords: Service Quality, Product Quality, Purchase Decisions.

1. INTRODUCTION
In this era of globalization, the development of the times is getting more advanced, there
are many very significant changes that have occurred from the previous era. These
conditions give rise to free trade which makes the world seem limitless. Many producers of
products and services from one country compete with other countries' producers to attract
consumers in international trade. With the fourth largest population in the world, Indonesia is
a wetland for producers. The automotive industry can be classified into several types, some
of which are the motorcycle industry and the car industry. The increasing mobility of society
at this time and supported by the lack of representation of public transportation in Indonesia,
the producers make the automotive industry of car and motorcycle growing rapidly. The
government is considered unable to provide good transportation services to the community.
This makes people have a high desire to use private vehicles, both two-wheeled and four-
wheeled vehicles, which is one of the reasons this industry is experiencing rapid growth.
The emergence of two-wheeled vehicles proves that motorcycles are not only a fast-
moving means of transportation, but rather a means of transportation that is practical and
affordable. Motorcycles are a type of vehicle that is commonly owned by various economic
circles, ranging from the upper, middle, and even lower-income groups who also own two-
wheeled vehicles. With the increasingly diverse consumer demands, entrepreneurs are
competing to get sympathy and loyalty from their potential customers. If consumers have
decided to become customers, it can be sure that they will buy products produced by that

13
The First International Conference on Government Education Management and Tourism (ICoGEMT)
Bandung, Indonesia, January 9th, 2021

company.
Product quality is one of the factors that consumers consider before buying a product.
For the product quality, Honda is known as an economical motorcycle which has a stubborn
engine and durable spare parts. With good and reliable product quality, the product will
always be embedded in the minds of consumers, because consumers are willing to pay a
certain amount of money to buy a quality product. After seeing the quality of the products
offered, consumers will automatically try to compare the quality of services provided, in this
case the company is required to provide service quality that is able to affect added value,
thus it will be different from the service quality of competitors, so that service quality is one of
the factors consumer considerations before buying a product. With satisfactory service
quality, it will encourage consumers to purchase the product concerned. If a company is able
to provide a good service, directly or indirectly, its service image will be widespread because
the satisfaction felt by its customers will be conveyed from one customer to another in a
chain, so it can attract more customers.
Dealer or showroom is one of the after-sales services provided by AHM company to
make it easier for consumers to view and search for product information offered, and also to
make purchases. Honda AHM Bintaro. In 2019, starting from January to December, there
was a decrease in sales volume at Bintaro Honda AHM dealers. Even though in certain
months the sales volume has increased, but it decreased again in the following month. The
table below is a report on motorcycle sales at Bintaro Honda AHM from January to
December 2019.

The Table of Motorcycle Sales at Bintaro Honda AHM Dealer in 2019

Month Target Sales

(Unit) (Unit)
January 80 64
February 85 80
March 85 69
May 85 82
July 85 59
August 85 65
September 85 54
Oktober 85 63
November 85 60
Desember 85 58

Based on the information data in the table above, it can be seen that the volume of
motorcycle sales at the Bintaro Honda AHM during 2019 has experienced fluctuating
developments but overall decreased sales.
Based on the background above, the authors are interested in conducting a study
entitled : "The Influence of Service Quality and Product Quality toward Purchase Decisions
of Honda Motorcycle at Bintaro AHM".

2. LITERATURE REVIEW
2.1 Quality of The Services
Service quality intended in this study is a measure of how well the level of service
provided by a company is able to fulfill the desires or expectations of consumers. Service
quality indicators are as follows :
a. Tangibles (physical evidence), it is relating to the appearance of employees at
Bintaro Honda AHM Dealer.
b. Reliability, it is the one of indicators relating to the ability of employees at Bintaro
Honda AHM Dealer to assist consumers in making the purchase transaction process
easily.

14
The First International Conference on Government Education Management and Tourism (ICoGEMT)
Bandung, Indonesia, January 9th, 2021

c. Assurance (Guarantee), it refers to the ability of the dealer in terms of keeping

appointments to the consumers.
d. Empathy, it is relating to the staff hospitality when serving consumers.
e. Responsiveness, it is relating to the speed of employees at Bintaro Honda AHM
Dealer in welcoming and serving customers who come.

2.2 Quality of The Product

The quality of product in this study is the quality or superiority of Honda
motorcycle products that can influence the purchase decisions of consumers. Product
quality indicators are as follows :
a. Performance, it is relating to the efficiency of a Honda motorcycle.
b. Endurance, it refers to the endurance of Honda motorcycle engines.
c. A feature, it is the Idling Stop System (ISS) technology which makes Honda
motorcycle more environmentally friendly.
d. Reliability, it means that Honda motorcycles are not easily damaged and have a long
economic life.
e. Design, it is a more sporty and elegant form of Honda motorcycles.
f. Suitability, it's consumer perceptions about Honda motorcycles in accordance with
consumer needs in carrying out daily activities.

2.3 Purchase Decisions

The purchase decision intended in this study is a strong sense of self-confidence in
consumers which is the belief that the decision of purchasing energy drinks is correct.
According to Aaker (2008: 225), purchase decisions of consumers have the following
indicators:
a. Purchasing stability, it is a strong desire in the minds of consumers to buy Honda
motorcycle.
b. Considerations in buying, it is the perception of consumers to prefer Honda
motorcycle over other brands.
c. Attribute compatibility with desires and needs, it is the consumer perceptions of
interest in Honda motorcycle compared to other brands because it fit their needs.

3 RESEARCH METHODS/METHODOLOGY
The population in this study amounted to 100 respondents at Bintaro AHM. The
sampling technique in this study was saturated sample, where all members of the
population were sampled. Thus the sample in this study amounted to 100 respondents. The
type of research used is associative, where the goal is to find out the influence of
independent variable toward dependent variable either partially or simultaneously. In
analyzing the data used instrument test, classical assumption test, regression, coefficient of
determination and hypothetical test..

4 RESULTS AND DISCUSSION

4.1 Descriptive Analysis

In this test, it is used to find out the minimum and maximum scores, mean score and
standard deviation of each variable. The results are as follows :

Table 1. The Result of Descriptive Statistics Analysis

Descriptive Statistics
N Minimum Maximu Mean Std.
m Deviation
Service Quality 10 32 48 38.47 4.106
(X1) 0
Product Quality 10 30 45 38.47 3.622

15
The First International Conference on Government Education Management and Tourism (ICoGEMT)
Bandung, Indonesia, January 9th, 2021

(X2) 0
Purchase Decision 10 32 46 39.28 3.571
(Y) 0
N Valid (listwise) 10
0

Service quality obtained a minimum variance of 32 and a maximum variance of 48 with a

3.85 mean score and a standard deviation of 4.106.
Product quality obtained a minimum variance of 30 and a maximum variance of 45 with a
3.85 mean score and a standard deviation of 3.622.
Purchase decision obtained a minimum variance of 32 and a maximum variance of 46
with a 3.92 mean score and a standard deviation of 3.571.

4.2 Verificative Analysis

In this analysis, it is intended to find out the influence of independent variables toward the
dependent variables. As for the following test results:

a. Multiple Linear Regression Analysis

This regression test is intended to find out the change of a dependant variable if an
independent variable changes. As for the results of the test as follows:

Table 2. The Result of Multiple Linear Regression Test

Coefficientsa
Model Unstandardized Standardize t Sig.
Coefficients d
Coefficients
B Std. Beta
Error
1 (Constant) 8.545 2.699 3.166 .00
2
Service Quality (X1) .280 .070 .322 3.996 .00
0
Product Quality .519 .079 .526 6.525 .00
(X2) 0
a. Dependent Variable: Purchase Decision (Y)

Based on the result of the test at the table above, it is obtained the regression
equation of Y = 8.545 + 0.280X1 + 0.519X2. From this equation described as follows:
1) A 8.545 constant is meant that if service quality and product quality do not exist.
Thus, there is a value of purchase decision of 8.545 points.
2) Service quality regression coefficient of 0.280, this number is positive means that
with an increase in service quality by 0.280, purchase decision will also increase by
0.280 points.
3) Product quality regression coefficient of 0.519, this number is positive means that
with an increase in product quality by 0.519, purchase decision will also increase
by 0.519 points.

b. Correlation Coefficient Analysis

Correlation coefficcient analysis is intended to find out the power levels of the
relation of independent variables toward the dependent variables both partially and
simultaneously. The test results are as follows:

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Table 3. The Result of Service Quality Correlation Coefficcient Test Toward Purchase
Decision.

Correlationsb
Service Purchase
Quality (X1) Decision (Y)
Service quality (X1) Pearson 1 .622**
Correlation
Sig. (2-tailed) .000
Purchase decision Pearson .622** 1
(Y) Correlation
Sig. (2-tailed) .000
**. Correlation is significant at the 0.01 level (2-tailed).
b. Listwise N=100

Based on the results of the test, a correlation value of 0.622 means that service
quality has a strong relation toward purchase decision.

Table 4. The Result of Product Quality Correlation Coefficcient Test Result toward Purchase
Decision.

Correlationsb
Product Purchase
Quality (X2) Decision (Y)
Product Quality (X2) Pearson 1 .710**
Correlation
Sig. (2-tailed) .000
Purchase Decision Pearson .710** 1
(Y) Correlation
Sig. (2-tailed) .000
**. Correlation is significant at the 0.01 level (2-tailed).
b. Listwise N=100

Based on the results of the test, a correlation value of 0.710 means that product
quality has a strong relation toward purchase decision.

Table 5. The Result of Correlation Coefficient Test of Service Quality and Product Quality
Simultaneously toward Purchase Decision.

Model Summary
Mode R R Square Adjusted R Std. Error of the
l Square Estimate
1 .758 a
.574 .565 2.354
a. Predictors: (Constant), Product Quality (X2), Service Quality (X1)

Based on the result of the test, a correlation value of 0.758 means that service
quality and product quality simultaneously have a strong relation toward purchase
decision.

c. Determination Coefficient Analysis

Determination coefficient analysis is intended to find out the percentage of the
influence of independent variables toward dependent variables both partially and
simultaneously. The test results are as follows:

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Table 6. The Result of Service Quality Determination Coefficient Test toward Purchase
Decision.

Model Summary
Mode R R Square Adjusted R Std. Error of the
l Square Estimate
1 .622a .387 .381 2.810
a. Predictors: (Constant), Service Quality (X1)

Based on the result of the test, a determination value of 0.387 means that service
quality has an influence contribution of 38.7% toward purchase decision.

Table 7. The Result of Product Quality Determination Coefficient Test toward Purchase
Decision.

Model Summary
Mode R R Square Adjusted R Std. Error of the
l Square Estimate
1 .710a .504 .499 2.528
a. Predictors: (Constant), Product Quality (X2)

Based on the result of the test, a determination value of 0.504 means that product
quality has an influence contribution of 50.4% toward purchase decision.

Table 8. The Result of Determination Coefficient Test of Service Quality and Product Quality
toward Purchase Decision.

Model Summary
Mode R R Square Adjusted R Std. Error of the
l Square Estimate
1 .758a .574 .565 2.354
a. Predictors: (Constant), Product Quality (X2), Service Quality (X1)

Based on the result of the test, a determination value of 0.574 means that service
quality and product quality simultaneously have an influence contribution of 57.4%
toward purchase decision, while the remaining of 42.6% is influenced by other factors.

d. Hypothetical Test
Partial Hypothetical Test (t Test)
Hypothetical test with t test is used to find out which partial hypotheses are accepted.
First hypothesis: There is a significant influence of service quality toward purchase
decision.

Table 9. The Result of Service Quality Hypothesis Test toward Purchase Decision.

Coefficientsa
Model Unstandardized Standardi t Sig.
Coefficients zed
Coefficien
ts
B Std. Beta
Error
1 (Constant) 18.46 2.661 6.941 .000
9
Service Quality .541 .069 .622 7.865 .000
(X1)
a. Dependent Variable: Purchase Decision (Y)

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Based on the test results at the table above, it is obtained that the value of t
count > t table or (7.865 > 1.984), thus the first hypothesis proposed has a significant
influence between service quality toward purchase decision is accepted.

Table 10. The Result of Product Quality Hypothesis Test toward Purchase Decision.

Coefficientsa
Model Unstandardized Standardize t Sig.
Coefficients d
Coefficients
B Std. Beta
Error
1 (Constant) 12.36 2.710 4.5 .000
3 62
Product Quality .700 .070 .710 9.9 .000
(X2) 76
a. Dependent Variable: Purchase Decision (Y)

Based on the test results at the table above, it is obtained that the value of t
count > t table or (9.976 > 1.984), thus the second hypothesis proposed has a
significant influence between product quality toward purchase decision is accepted.

Simultaneous Hypothetical Test (F Test)

Hypothetical test with the F test is used to find out which simultaneous hypotheses are
accepted.At the third hypothesis, there is a significant influence between service
quality and product quality toward purchase decision.

Table 11. The Result of Service Quality and Product Quality Hypothesis Test toward Purchase
Decision.

ANOVAa
Model Sum of df Mean F Sig.
Squares Square
1 Regression 724.427 2 362.214 65. .000b
339
Residual 537.733 97 5.544
Total 1262.160 99

Based on the test result at the table above, it is obtained that the value of the F
count > F table or (65.339 > 2.700), thus the third hypothesis proposed has a
significant influence between service quality and product quality toward purchase
decision is accepted.

DISCUSSION
1. The Influence of Service Quality toward Purchase Decision.
Service quality has a significant influence toward purchase decisions with a
correlation value of 0.622 or has a strong relation with the influence contribution of 38.7%.
Hypothetical test is obtained that the value of t count > t table or (7.865 > 1.984). Thus
the first hypothesis proposed has a significant influence between service quality toward
purchase decision is accepted.

2. The Influence of Product Quality toward Purchase Decision.

Product quality has a significant influence toward purchase decisions with a
correlation value of 0.710 or has a strong relation with the influence contribution of 50.4%.
Hypothetical test is obtained that the value of t count > t table or (9.976 > 1.984). Thus

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the second hypothesis proposed has a significant influence between product quality
toward purchase decision is accepted.

3. The Influence of Service Quality and Product Quality toward Purchase Decision
Service quality and product quality have significant influence toward purchase
decisions which are obtained the regression equation of Y = 8.545 + 0.280X1 + 0.519X2,
the correlation value of 0.758 or have a strong relation with influence contribution of
57.4% while the remaining of 42.6% is influenced by other factors. Hypothetical test is
obtained that the value of F count > F table or (65.339 > 2.700). Thus the third hypothesis
proposed has a significant influence between service quality and product quality toward
purchase decisions is accepted.

CONCLUSION
Service quality has a significant influence toward purchase decisions with the influence
contribution of 38.7%. Hypothetical test is obtained that the value of t count > t table or
(7.865 > 1.984). Product quality has a significant influence toward purchase decisions with
the influence contribution of 50.4%. Hypothetical test is obtained that the value of t count > t
table or (9.976 > 1.984). Service quality and product quality have a significant influence
toward purchase decisions with the influence contribution of 57.4% and the remaining of
42.6% is influenced by other factors. Hypothetical test is obtained that the value of F
count > F table or (65.339 > 2.700).

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