PENGARUH CITRA MEREK, KUALITAS PRODUK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN MOTOR VESPA MATIC

Abstract

The advancement of the business world development provides opportunities for the automotive business. Consequently, Indonesia's automotive companies grow rapidly with tight competition and product quality. Vespa is the one that is mostly discussed within the automotive world with its competitive product, i.e. Vespa Matic. The product made teenagers interested in design. This research aimed to determine the effect of brand image, product quality, and lifestyle on the purchasing decisions of Vespa Matic motor. The research was quantitative. Moreover, the population was a community of Vespa Matic scooters. The data were primary. Furthermore, the data collection
technique used purposive sampling. In line with that, there were 98 respondents as the sample. The instrument in the data collection technique was a questionnaire. Additionally, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 26.0.The result showed that brand image, product quality, and lifestyle had a positive and significant effect on the purchasing decisions of Vespa Matic motor.