PENGARUH KUALITAS PRODUK, PROMOSI, GAYA HIDUP, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PENGGUNA MOTOR YAMAHA NMAX DI SURABAYA DAN SIDOARJO

Abstract

This research aimed to find out deeply the effect of product quality, promotion, lifestyle, and brand image on the consumers’ purchasing decisione of Yamaha NMax in Surabaya and Sidoarjo. The research was quantitave. Moreover, the population was consumers of Yamaha NMax in Surabaya and Sidoarjo. The sample members were 105 respondents taken. Data collection uses a questionnaire. The data collection technique used purposive sampling. Furthermore, the data were secondary. The data analysis technique used multiple linear regression with SPSS (Statistical Product and Services Solutions) 20.0 version. Instrument testing uses validity and reliability tests, model feasibility tests use the f test, multiple coefficient of determination, and t test. In addition, the research result showed that product quality affected the consumers’ purchasing decisions of Yamaha NMax. Likewise, lifestyle affected the consumers’ purchasing decisions of Yamaha NMax. Simulary, brand image affected the consumers’ purchasing decisions of Yamaha NMax. On the other hand, the promotion didi not affect the consumers’ purchasing decisions of Yamaha NMax.