PENGARUH HARGA, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SPARE PART DIESEL JIANG DONG (JD) DI SURABAYA

Abstract

This research aimed to find out the effect of price, product quality and brand image on the buying decision of spare part diesel Jiang Dong brand. While, the instrument used questionnaire which distributed to the respondents, who were the customers of spare part Jiang Dong brand, Surabaya. The data collection technique used incidental sampling with 98 respondents as sample. Moreover, the data analysis technique used validity test, reliability test, and multiple linear regressions analysis with t test, F test and coefficient determination (R2) with SPSS (Statistical Product and Service Solution) as the instrument.The research result, partially using t test, concluded price, product quality, and brand image had positive and significant effect on the buying decision of spare part diesel Jiang Dong brand. This condition indicated independent variable, partially, had significance value of less than α = 5%. On the other hand, the independent variable simultaneously had significant effect on the dependent variable with significance value of 0.000.

Keywords: price, product, brand, buying decision.