ANALISIS PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP BRAND IMAGE DAN KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA MIO PADA PT. ALFA SCORPII KOTA PEKANBARU
| Main Authors: | Inayah, Devon, Zulkarnain, Zulkarnain, Garnasih, Raden Lestari |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Jurnal Tepak Manajemen Bisnis
, 2019
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| Subjects: | |
| Online Access: |
https://ejournal.unri.ac.id/index.php/JTMB/article/view/7819 https://ejournal.unri.ac.id/index.php/JTMB/article/view/7819/6754 |
Daftar Isi:
- This study aims to determine and analyze the effect of Product Qualityon Brand Image and Price on Brand Image. To find out and analyze the influenceof product quality prices on purchasing decisions through brand image and theinfluence of brand image on purchasing decisions.The research population was consumers of Yamaha Mio PT. Alfa ScorpiiPekanbaru City in 2017 is 3429 people. The sample in this study is the totalpopulation of 149 consumers. The sampling technique used is simple randomsampling. The analysis technique used in this study is path analysis with the helpof the SPSS program.The results of this study indicate that product quality and price have asignificant effect on purchasing decisions. Brand Image has a significant effect onPurchasing Decisions. Product quality and price have a significant effect onPurchasing Decisions through Brand Image. The better quality of the product andthe affordability of the price offered and followed by a positive Brand Image willincrease the Purchasing Decision.