ANALISIS PENGARUH CITRA MEREK, HARGA, KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA AEROX DI SAMARINDA

Abstract

          One of the successes of a basic brand is the management's ability to use excellent marketing strategies. The purpose of this research is to find out whether the variables brand image, price, product quality influence the decision to purchase a Yamaha Aerox motorbike in Samarinda.

          This research was conducted on users or buyers of Yamaha Aerox motorbikes in Samarinda City. The population of this study used an unknown population category and the sample taken was 97 respondents using the Nonprobability Sampling method with a sampling technique using purposive sampling. Data collection was carried out by distributing questionnaires from GoogleFrom using a Liker scale to measure each indicator. The analytical tool used in this research is multiple linear regression using the SPSS version 25 statistical program tool.

          The method used in this research is a quantitative method, the population in this research is customers who have used and purchased Yamaha Aerox motorbikes, the sampling technique is accidental sampling, namely 97 samples, the analytical tools used are data instrument tests, classic assumption tests, regression analysis multiple, partial test and simultaneous test.

          The research results show that the t test results of the brand image, price and product quality variables have a positive and significant effect on purchasing decisions. The F test results show that the brand image variables. Price and product quality together have a positive and significant effect on purchasing decisions