PENGARUH KUALITAS PRODUK, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research aimed to find out the effect of product quality on buying decision, brand image on buying decision and promotion on buying decision of Xpander car, PT. Srikandi Diamond Indah Motors Surabaya, Panglima Sudirman. While, the population was consumers of Xpander car, PT. Srikandi Diamond Indah Motors Surabaya, Panglima Sudirman. The research was quantitative. Moreover, the data collection technique used simple random sampling technique, in which the sample was taken randomly without consideration of strata within population. Furthermore, the instrument used questionnaires. Additionally, there were 90 respondents of consumers as sample. Additionally, the data analysis technique used multiple linear regression with SPSS 23. The research result concluded product had positive and significant effect on buying decision. Likewise, brand image had positive and significant effect on buying decision. On the other hand, promotion had insignificant effect on buying decision of Xpander car, PT. Srikandi Diamond Indah Motors Surabaya, Panglima Sudirman.
Keywords: product quality, brand image, promotion, buyung decision