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Universitas Widyagama Malang
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Journal : Jurnal Ekonomi, Bisnis dan Manajemen

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Pengaruh Brand Image, Kualitas Produk Dan After Sales Service Terhadap Keputusan Pembelian Hendy Novendra Pratama; Muchlis Mas’ud; Mulyono Mulyono
Jurnal Ekonomi, Bisnis dan Manajemen Vol. 2 No. 3 (2023): September : Jurnal Ekonomi, Bisnis dan Manajemen
Publisher : FEB Universitas Maritim Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/ebismen.v2i3.1272

Abstract

This study aims to determine the effect of brand image, product quality and after-sales service on purchasing decisions at U Winfly Malang electric bike. This study used a quantitative approach, totaling 60 consumers on U Winfly Malang electric bike who were selected by total sampling and saturated sample techniques as research subjects. The statistical analysis used in this study is with the help of the SmartPLS version 3.9 computer program. The results showed that brand image had a significant positive effect on purchasing decisions, product quality had a significant positive effect on purchasing decisions, After sales service had no significant positive effect on purchasing decisions at U Winfly electric bicycles Malang
Co-Authors A. T. Prayitno Dharmayanti Pri Handini Dila Dwi Mardiana Emi Sukiyah Hendy Novendra Pratama Johanes Hutabarat Milla Sentana Muchlis Mas’ud Muhammad Syaiful Fuad, Muhammad Syaiful Retno Agustine P Rochmad - SURVIVAL - - Suwarti -, Suwarti Wahju Wulandari