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All Journal Regress: Journal of Economics & Management
Meilinda, Roza
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Economics, Econometrics & Finance Social Sciences

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Analisis Brand Image dan Kualitas Layanan dalam Memengaruhi Keputusan Pembelian Konsumen pada Produk Yamaha Meilinda, Roza; Putri, Cut Mega
Regress: Journal of Economics & Management Vol. 5 No. 1 (2025)
Publisher : Medan Resource Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57251/reg.v5i1.1985

Abstract

This study examines the influence of brand image and service quality on consumer purchasing decisions at Yamaha motorcycle dealers in West Aceh Regency amid the intensifying competition within the automotive industry. The research addresses how a strong corporate image and high-quality service contribute to consumer preferences and purchasing behavior. A quantitative approach with a causal associative design was employed, involving 50 customers of PT Alfa Scorpii Meulaboh as respondents. Data were collected through structured questionnaires and analyzed using validity and reliability testing, classical assumption testing, multiple linear regression analysis, t-tests, and F-tests with the assistance of SPSS software. The findings reveal that brand image exerts a positive and significant influence on purchasing decisions. Service quality likewise demonstrates a positive and significant effect on consumer purchasing decisions. Simultaneously, both variables account for 93.7% of the variance in purchasing decisions, while the remaining 6.3% is attributed to external factors beyond the research model. The study argues that strengthening brand image and improving service quality constitute strategic factors in enhancing customer loyalty and sustaining competitiveness in the automotive industry.
Co-Authors Putri, Cut Mega