PENGARUH KUALITAS PRODUK, CITRA MEREK DAN LAYANAN PURNA JUAL TERHADAP KEPUTUSAN PEMBELIAN

Abstract

Purchasing decision is the selection of an action from two or more alternatives. A customer who is intended to
make a choice has to have an alternative choice and one of them is by seeing the product quality. This research is
meant to find out the influence of product quality, brand image, and after-sales service to the purchasing
decision of Honda CBR 150 motorcycle. The analysis technique has been done to analyze the influence of
variables in the research has been carried out by using multiple regression analysis and t test. The population is
all users of Honda CBR 150 motorcycle and 100 respondents have been selected as samples. The result of the
research is the data that has been retrieved has met the validity test, reliability test, and classic assumption test.
The hypothesis test has been done by using model feasibility test and it has been found that its significance value
is less than alpha 0.05, it means that product quality, brand image, and after-sales service have an influence to
the purchasing decision. The test which has been done by using t test shows that independent variables that has
been studied has been proven significantly influence the purchasing decision variable.

Keywords: Product Quality, Brand Image, After-sales Service, Purchasing Decision