PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SCOOTER MATIC YAMAHA DI SURABAYA

Abstract

This research aimed to find out the effect of the brand image and product quality variables on the purchase decision at Yamaha Scooter Matic Surabaya. This research was conducted at Yamaha motor Indonesia Surabaya. The population was 100 respondents. The research method used observation, interview, questionnaire and literature study which were conducted systematically. The research population used customers who have ever purchased the Yamaha Scooter Matic Surabaya. Based on the research goal, the research analysis method used regressions method, with F test in order to find out the effect of the brand image and product quality variables on the purchase decision, furthermore, the research analysis technique used multiple linear regressions analysis technique with SPSS instrument (Statistical Product and Service Solution). The research result showed that brand image had a positive and significant effect on the purchase decision at Yamaha Scooter Matic Surabaya. Moreover, the product quality had a positive and significant effect on the purchase decision on Yamaha Scooter Matic Surabaya.