PENGARUH CITRA MEREK, KUALITAS PRODUK, HARGA, IKLAN DAN WORD OF MOUTH TERHADAP MINAT BELI YAMAHA N-MAX

Abstract

This research aims to examine the influence of brand image, product quality, price, advertising attractiveness and word of mouth on Yamaha N-max buying interest at CV.BUMI INDAH MOTOR Branch Manukan Surabaya. Population in this research that is Yamaha N-max users whocurrentlyon CV.BUMI INDAH MOTOR Branch Manukan Surabaya. Sampling technique using probability sampling with the number of samples of 102 respondents. The analysis method used is multiple linear regression analysis with using SPSS 20.0 (Statistical Product and Service Solution) application tool. The results showed simultaneously that brand image, product quality, price, advertising attractiveness and word of mouth have a significant influence on Buying Interest. Partially Brand image and Word of mouth have a significant effect on Interests while product quality, Price and Ad appeal have no significant effect on Buy Interest.
Keywords: brand image, product quality, price, ad power, word of mouth.