PENGARUH KUALITAS, CITRA MEREK, PERSEPSI HARGA TERHADAP PEMBELIAN VESPA PIAGGIO DI SIDOARJO

Abstract

In Indonesia, the automotive market share, especially metik motors, can be regarded as a pilot project in increasing its economic growth. In recent times, several brands of two-wheeled vehicles have emerged that are no less competitive among young people in Jakarta. This research was used to find out the product quality, brand image, and price perception on the purchasing decision of Vespa Piaggio motor vehicle products in Sidoarjo. This research used causal-comparative research. Meanwhile, the research population used customers who have done purchasing the Vespa Piaggio motor vehicle product at the Vespa Piaggio dealer Sidoarjo branch. The sample collection technique used accidental sampling therefore it obtained 100 samples and the data collection technique used a questionnaire. Moreover, the research data analysis technique used multiple linear regression analysis with SPSS program 22 version. The research result showed that product quality had a positive and significant effect on the purchasing decision. The brand image had a positive and significant effect on the purchase decision. On the other hand, price perception had a positive and significant effect on the purchasing decision of Vespa Piaggio motor vehicle products at Sidoarjo.