PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA NMAX PADA PD.PANCA MOTOR SIMPANG PULAI KOTA JAMBI

BASTIAN PRASWARA, 1800861201066 (2023) PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA NMAX PADA PD.PANCA MOTOR SIMPANG PULAI KOTA JAMBI. skripsi thesis, Universitas BATANGHARI Jambi.

Text (PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA NMAX PADA PD.PANCA MOTOR SIMPANG PULAI KOTA JAMBI) Bela Melinda .pdf - Published Version Download (1MB)

Abstract

ABSTRACT BASTIAN PRASWARA / 1800861201066 / 2022 / THE INFLUENCE OF PRODUCT QUALITY AND BRAND IMAGE ON THE PURCHASE DECISION OF NMAX MOTORCYCLES AT YAMAHA PANCA MOTOR SIMPANG PULAI JAMBI CITY / 1st ADVISOR AHMAD TARMIZI, S.E., M.M./ 2nd ADVISOR II DENNY ASMAS, S.E., M.Si. As time goes by, human needs are increasingly controlled bytechnological advances that are increasing,, especially in this era of globalization. In this era of globalization, technology has penetrated all activities. This, of course, makes the economic market incresingly competitive in terms of technological sophiscation. The impact of this technological sophiscation that isvery prominent and plays a role in community activities is transportation technology. The purpose of this study is as follows : 1) to describe product quality, brand image and purchasing decisions for Nmax Motorcycles on Yamaha Panca Motor Simpang Pulai, Jambi City. 2) To analyze the simultaneous effect of product quality and brand image on purchasing decisions for Nmax Motorcycle on Yamaha Panca Motor. 3) To analyze the partial effect of product quality and brand image on purchasing decisions of Nmax Motorcycle on Yamaha Panca Motor The research method used in this research is descriptive and quantitative methods. Methods of data collection is done by observation and questionnaires. The sample was searched using the Slovin formula so that a sample of 95 respondents was obtained. Data analysis was carried out by descriptive analysis and quantitative analysis, namely Multiple Regression Analysis. Yamaha panca motor simpang pulai is located at jl. Sumantri Brojonegoro no.6-7 simp.pulai, Jambi. This Yamaha Panca Motor dealer is one of the companies engaged in the autumotive trade, namely by marketing and distributing Yamaha motorcycle to various areas in the city of Jambi. From the result of analysis of the SPSS program, it can be seen that the regression equation formed is as follow : Y=2,718 +0,220 X1+ 0,705X2. Adjusted R square value of 0,445 or 44,5 %. This means that the product and brand image variables affect the purchasing decision variable by 44,5% and rest is not influenced by other variables not included in the study. In thiis statistic f test it can be seen that the value of Fcount=35,85 > Ftabel= 3,10 so it is concluded hat the variable product qualiti and brand image have joint effect on purchasing decision variable. Product quality (X1) Tcount = 2,187 > Ttabel=1,66298 means that product quality affect purchasing decisions. And brand image (X2) the result obtained are Tcount=6,280 > Ttable=1,66298 means brand image affects purchasing decisions . Keywords: Product Quality, Brand Image, Purchase Decision

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