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All Journal Jurnal EMT KITA
Mumuh Muharom, Mumuh
IAIN Syekh Nurjati Cirebon
Economics, Econometrics & Finance

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Pengaruh Kualitas Produk, Fitur Produk dan Promosi Terhadap Keputusan Pembelian Daihatsu Gran Max dengan Brand Image Sebagai Variabel Moderasi Muharom, Mumuh; Yulia, Iis Anisa; Mulia, Agus Prana
Jurnal EMT KITA Vol 8 No 2 (2024): APRIL 2024
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v8i2.2058

Abstract

This research aims to analyze the influence of product quality, product features and promotion on purchasing decisions for the Daihatsu Gran Max with brand image as a moderating variable. The sample used in this research was 200 respondents. Data was collected using a purposive sampling method and hypothesis testing using Moderated Regression Analysis (MRA). The results of this research show that Product Quality has a significant influence on Purchasing Decisions, Product Features have a significant influence on Purchasing Decisions and Promotion has a significant influence on Purchasing Decisions, Brand Image can moderate the influence of Product Quality, Product Features and Promotion on Purchasing Decisions.
Co-Authors Mulia, Agus Prana Yulia, Iis Anisa