PENGARUH KUALITAS PRODUK, HARGA, CITRA MEREK, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR VESPA MATIC DI SURABAYA

Ahmad  Fathul Huda; Firdaus  Marsahala Sitohang

Ahmad Fathul Huda Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya
Firdaus Marsahala Sitohang Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya

Keywords: product quality, price, brand image, word of mouth, and purchasing decision.

Abstract

This research aims to determine, analyze, and examine the product quality, price, brand image, and word of mouth on the purchasing decision of Vespa matic in Surabaya. The research applies quantitatively. Furthermore, the population consists of members of the Vespa Matic community (Perception Movement) in Surabaya. The data collection technique used saturated sampling with 100 respondents as the sample. Moreover, the instrument in the data collection technique used field research. The data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 26 version. The result shows that product quality, price, brand image, and word of mouth have a positive and significant effect on the purchasing decision of Vespa Matic in Surabaya. In addition, there is also a positive relationship among all independent variables on the purchasing decision of Vespa Matic in Surabaya.