THE ROLE OF REFERENCE GROUPS AS MODERATING THE EFFECT OF PRICE PERCEPTION AND PRODUCT QUALITY ON BUYING INTENTIONS OF HONDA BRAND MOTORCYCLES IN PACITAN REGENCY

Abstract

This study aims to: (1) analyze the effect of price perceptions on purchase intentions of Honda motorbikes in Pacitan Regency, (2) to analyze the effect of product quality on purchase intentions of Honda motorbikes in Pacitan Regency, (3) to analyze reference groups to moderate the effect of price perceptions on purchase intention of Honda brand motorbikes in Pacitan Regency, and (4) to analyze the reference group moderating the effect of product quality on purchase intention of Honda brand motorbikes in Pacitan Regency. The population in this study are consumer buyers and users of Honda motorbikes in Pacitan. The sample is 100 consumers, buyers, and users of Honda motorbikes in Pacitan Regency. Sampling was done by incidental sampling. The data collection method used a questionnaire. Data analysis using multiple linear regression analysis and Moderated Regression Analysis (MRA). Based on the research results, it is known that the perception of price and product quality has a positive and significant effect on the purchase intention of Honda motorbikes in the Pacitan Regency. Meanwhile, the reference group could not moderate the effect of perceived price and product quality on purchase intention of Honda motorbikes in the Pacitan Regency.