PENGARUH BRAND AWARENESS, BRAND IMAGE, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOBIL WULING

Abstract

This research aims to determine and examine the influence of brand awareness, brand image, price, product quality, to the decision of pruchasing Chinese car with the brand Wuling Confero in Surabaya. The type of research that been used is quantitative research. This sampling technique using purposive sampling with the number of sample obtained as many as 100 respondents. The population used inthe research is the user of Wuling Confero car in Surabaya whodoing the Wuling Confero Service car at Wuling dealer jl Tunjungan No 50, ganteng, Surabaya East Java. Data analysis technique that used in this research is by multiple linier method. The result of this research indicates that the brand awarness variables significantly influence purchasing decisions. With a significant level of 0.47. Brand image has significant influence on the purchasing decision. With significant of 0.008. price has significant influence on the purchasing decision. With a significant level 0.41. product quality has significant influence on purchasing decision. With asignificant of 0.001. based on the coefficient of partial determination of product quality variables have the most dominant influence on purchasing decisions. This happens because the quality of product owned by Wuling Confero is very good, so the purchase decision will increase.
Keywords: Brand awareness, brand image, price, product quality, and purchase decision.