Date: 20-01-2020 Digital Publication Services : OSREL | JABM | JAM | ABMR | ABMCS

ANALISIS PENGARUH KUALITAS PRODUK, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MOTOR YAMAHA MIO

Detail
Author ADRIAN ANUGRAHWAN
Category Manajemen Perbankan

Abstract

The purpose of this study to determine the product quality, price, and brand image simultaneously influence the consumer's decision to buy a motorcycle Yamaha Mio, and to know the product quality, price, and brand image partially influence the consumer's decision to buy a motorbike Yamaha Mio. The population in this study were all members of the community Yamaha Mio brand in Malang, namely members of the community Mio Fan Club Malang (MFCM). The technique of purposive sampling is a sampling technique on the terms of certain considerations that are tailored to the purpose of research. The samples used in this study were 40 members Mio Fan Club Malang. The research proves that the variable quality of the product, price, brand image together with significant influence on the purchase decision. The results also prove the variable quality of the product, price, brand image partially has a significant influence on the purchase decision. The variable quality of the product is a variable that dominant influence on purchasing decisions. Based on the value of the coefficient Adjusted R Squared = 0.552 means that 55.2% of purchase decisions is able to explain the variable quality of the product, price, brand image and 44.8% were caused by other variables not included in the study models.