PENGARUH KUALITAS PRODUK, HARGA, CITRA MEREK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN YAMAHA R15

Abstract

This research aimed to examine the effect of product quality, price, brand image, and word of mouth on buying decision of Yamaha R15 in Surabaya (A case study of Yamaha R15 motorbike club member YR15ci_Sby). The research was quantitative with causal comparatif approach, in which there were cause and effect between two variable or more. While the population was Yamaha R15 motorbike club member in Surabaya (YR15ci_Sby) and the sampling technique used judgmental sampling techniques. Based on the judgmental sampling method, a sample of 100 respondents was obtained. Data collection techniques in this study using a questionnaire that was distributed directly to members of the Yamaha R15 Motorcycle Club in Surabaya (YR15ci_sby) and the data analysis method used in this study was multiple linear regression analysis. The research result conclude the product quality had positive and significant effect on the buying decision, the price had positive and significant effect on the buying decision, while the brand image had positive but insignificant effect on the buying decision, the word of mouth had positive but insignificant effect on the buying decision
Keywords: product quality, price, brand image, word of mouth, buying decision