The Factors Influencing Purchasing Decisions

Hendra Atmaja, Sri Murni, Nur Choirul Afif


During the covid_19 pandemic, many changes occurred in the   culture   of people’s life. The determination of social distancing during a pandemic had caused several public facilities closed and reduced social activities in the community. This resulted saturation in communities and they looked for other positive activities as cycling to get pleasure. The purpose of this study is to analyze the factors that influence the decision of buying a bike to win the market competition. The method of research is using survey method with questionnaires by the bikers belonging in the community.   The research shows that the variable product, price, promotion and image of the brand simultaneously influenced positively and significantly to the decision of consumer’s purchasing. The implications of managerial which is derived from the research is that, can be used as one benchmark for implementing appropriate strategies to take bike market share with the comparison of the variables.


Keywords: Marketing Mix, Brand Image and Purchasing Decisions

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