Pegaruh Kualitas Produk, Citra Merek, Dan Daya tarik Iklan Terhadap Niat Beli Konsumen Terhadap Motor Honda PCX
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Efendi, Maulana Sufyan
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2023-10-11 05:33:31
Abstract :
This research uses quantitative descriptive methods that look for causes and effects. The results of this research will only look at the influence of brand image, product quality and service quality on interest in buying Honda motorbikes. The sample used in this research was 100 respondents. The analytical tools for this research are data validity and reliability testing, classical assumption testing and multiple linear regression. In the testing process using SPSS software. The results of the analysis obtained are that this research shows that quality has a positive effect on purchase intention. This research is appropriate and can support the theory from previous research. This research is supported by research by Indrayani (2013) showing that product quality variables have a positive and significant influence on interest in buying Samsung Galaxy cellphone products in Denpasar City. Research conducted by Budingtyas et al. (2010) who concluded that product quality is one of various factors that influence purchasing interest. Research from Prawira (2014) states that product quality has a positive and significant effect on the purchase interest variable. The results of this research show that brand image has a positive effect on purchase intention and the more the product brand image is improved, the consumer's purchase intention will automatically increase. Research supported by theory from previous research by Ambolau et al (2015:5) states that the influence of Brand Image on Purchasing Decisions is significant. The significance of the brand image variable on purchasing decisions is influenced by the highest answers from respondents, namely, CM1, CM2, and CM3 regarding the good image of the General Motors company in the eyes of the public, the image of Captiva users who prioritize comfort, and consumer perceptions of the product. It can be concluded that, the second hypothesis states that Brand Image has a significant positive effect on purchasing decisions for Honda PCX motorbikes in the Bojonegoro and Tuban areas. Keywords: Brand Image, Product Quality, Service Quality, and Purchase Interest
This research uses quantitative descriptive methods that look for causes and effects. The results of this research will only look at the influence of brand image, product quality and service quality on interest in buying Honda motorbikes. The sample used in this research was 100 respondents. The analytical tools for this research are data validity and reliability testing, classical assumption testing and multiple linear regression. In the testing process using SPSS software. The results of the analysis obtained are that this research shows that quality has a positive effect on purchase intention. This research is appropriate and can support the theory from previous research. This research is supported by research by Indrayani (2013) showing that product quality variables have a positive and significant influence on interest in buying Samsung Galaxy cellphone products in Denpasar City. Research conducted by Budingtyas et al. (2010) who concluded that product quality is one of various factors that influence purchasing interest. Research from Prawira (2014) states that product quality has a positive and significant effect on the purchase interest variable. The results of this research show that brand image has a positive effect on purchase intention and the more the product brand image is improved, the consumer's purchase intention will automatically increase. Research supported by theory from previous research by Ambolau et al (2015:5) states that the influence of Brand Image on Purchasing Decisions is significant. The significance of the brand image variable on purchasing decisions is influenced by the highest answers from respondents, namely, CM1, CM2, and CM3 regarding the good image of the General Motors company in the eyes of the public, the image of Captiva users who prioritize comfort, and consumer perceptions of the product. It can be concluded that, the second hypothesis states that Brand Image has a significant positive effect on purchasing decisions for Honda PCX motorbikes in the Bojonegoro and Tuban areas. Keywords: Brand Image, Product Quality, Service Quality, and Purchase Interest
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