ANALISA PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA NMAX DI KOTA SURAKARTA
Abstract
The purpose of this study was to determine: 1) the influence of brand image on purchasing decisions of Yamaha NMAX motorcycles in Surakarta, 2) the effect of prices on purchasing decisions of Yamaha NMAX motorcycles in Surakarta, 3) the effect of product quality on purchasing decisions of Yamaha motorcycles NMAX in Surakarta City, 4) Simultaneous influence of brand image, price, product quality on purchasing decisions of Yamaha NMAX motorcycle in Surakarta City. This research is a quantitative descriptive study whose conclusions are obtained based on the results of statistical analysis with the object of research are Yamaha NMAX motorcycle users in the city of Surakarta. The sample is 100 respondents, where the sampling technique is accidental sampling technique.The instrument used with the questionnaire and data analysis technique used was multiple linear regression analysis, t test, F test, R2 test. Regression analysis results obtained by the regression equation: Y = -10,906 + 0,395X1 + 0,366 X2+ 0,410 X3, which means that purchasing decisions of Yamaha NMAX motorcycles in Surakarta City are influenced by brand image, price and product quality. Based on the analysis and discussion it can be concluded that: 1) brand image significantly influences the purchasing decision of NMAX motorcycles in Surakarta. (2) the price significantly affects the purchase decision of NMAX motorcycles in the city of Surakarta. (3) product quality significantly influences the purchasing decision of NMAX motorcycles in Surakarta. (4) brand image, price, and product quality simultaneously significantly influence NMAX motorcycle purchasing decisions in Surakarta. Judging from the coefficient, the brand image, price, and product quality were determined to influence the purchasing decision of NMAX motorcycles in Surakarta by 82.6%, while the remaining 17.4% was influenced by other variables outside this study.
Keywords
Full Text:
PDFReferences
Adytomo, Yudith, 2006, “Pengaruh Lokasi dan Pelayanan Terhadap Kepuasan Pelanggan di Hotel Grasia Semarang”, Thesis Tidak Dipublikasikan, Universitas Diponegoro, Semarang.
Andini, Prischa, (2012), Analisis Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Mobil Hyundai i20 (Studi Kasus pada Konsumen Mobil Hyundai i20 di Semarang). Skripsi Fak. Ekonomi. Universitas Diponegoro Semarang, Tidak Dipublikasikan.
Amstrong, Gary. Kotler, Philip. 2007. Prinsip-prinsip Pemasaran. Jakarta: Erlangga
Arikunto, Suharsimi. 2006. Prosedur Penelitian Suatu Pendekatan Praktik. Jakarta: Rineka Cipta
Ferdinand, Augusty. 2012, Metode Penelitian Manajemen: Pedoman Penelitian untuk Skripsi, Tesis dan Disertasi Ilmu Manajemen, Semarang: Badan Penerbit Universitas Diponegoro.
Kotler dan Armstrong, 2011, Prinsip-Prinsip Pemasaran, Jakarta: Erlangga.
Kotler, Philip, 2011, Manajemen Pemasaran, Jakarta: Erlangga.
Mujiroh. 2005. Pengaruh Produk, Pelayanan, Dan Lokasi Terhadap Keputusan Pembelian Konsumen Pada Pasar Swalayan Indo Rizky Purbalingga. Skripsi Fakultas Ekonomi, UNNES, Semarang. Tidak dipublikasikan.
Nugroho, Marno dan Ratih Paramita, 2009, “Analisis Pengaruh Lokasi, Keanekaragaman Barang Terhadap Keputusan Berbelanja dan Loyalitas Konsumen di Carrefour Semarang”, Jurnal Ekonomi dan Bisnis, Januari, Vol. 10, No. 1
Parasuraman, 2013, “A Conceptual Model of Service Quality and Its Implications for Future Research.” Journal of Marketing, Vol. 49, fall.
Sugiyono, 2015, Metode Penelitian Bisnis, Alfabetha, Bandung.
Sugiyono, 2015, Statistik Untuk Penelitian, Alfabetha, Bandung.
Suprapto, Johanes, 2011, Pengukuran Tingkat Kepuasan Pelanggan, Jakarta: Rineka Cipta.
Tjiptono, Fandy, 2014, Strategi Pemasaran, Yogyakarta: ANDI.
Tjiptono, Fandy, 2014, Pemasaran Jasa, Malang: Bayumedia.
Tjiptono, Fandy dan Gregorius Chandra, 2015, Service, Quality and Satisfaction, Yogyakarta: ANDI.
Zeithamal, V.A., and Berry, L.L., 2013, “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service quality.” Journal of retailing, volume 64, number 1, spring
DOI: http://dx.doi.org/10.52429/smj.v2i1.399
Refbacks
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.