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Edi Fitriana Afriza, Edi Fitriana
Universitas Siliwangi
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Journal : MBIA

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Analisis Kualitas Produk dan Layanan Purnajual Terhadap Proses Keputusan Pembelian Konsumen Honda All New Vario 125 Melalui Citra Merek Sebagai Mediator Edi Fitriana Afriza
MBIA Vol 18 No 1 (2019)
Publisher : Direktorat Riset dan Pengabdian kepada Masyarakat Universitas Bina Darma

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (856.259 KB) | DOI: 10.33557/mbia.v18i1.320

Abstract

Research shown to identify and analyses the associated simultaneous or partially influence of product quality and after-sales service towards the brand image, as well as its implications on product purchase decision process is All New Honda Vario 125. Survey with quantitative descriptive analysis accompanied approach is used as a method of research supported through fieldwork, research instruments questionnaires, depth-interviews, and study of the literature to obtain primary and secondary data. Simple random sampling is a sampling technique that used the techniques of the obtained sample size as much as 119 respondents continued through path analysis, t-test, F-test, and sobel test to determine the results of the research. The results of the analysis it is known that the quality of products and services Post-sale partially and simultaneous effect significant towards product brand image Honda All New Vario 125. In addition, product quality and after-sales service are partial and simultaneous have influence on product purchase decision process is All New Honda Vario 125. It is Continued by testing the sobel test of brand image which had a significant influence of decision product purchase All New Honda Vario 125. It is conducted by indirect testing from both the product quality and after-sales service to purchase decision process through the brand image.
Co-Authors Ade Rustiana Ai Nur Solihat Aisyah, Iis Andi Nur Rachman Andini, Wanda Anggraeni, Amelia Tri Anisa Rahmawati Aprilia, Innayati Arnasik, Syamsudin Asriawati, Sri Astri Srigustini Astri Srigustini Astri Srigustini Astri Srigustini Astuti, Mia Bakti Widyaningrum Betanika Nila Nirbita Cici Sri Wahyuni Damanik, Arnold Setia Dewi Herliyanti Dila Fadlatul Hasanah Dila Fadlatul Hasanah Enok Mira Euis Siti Rohayati Faujiah, Fuji Fauzi Ahmad Muda Ferdy Muhammad Hakim Firdaus, Dede Wahyu Fuad Abdullah Gita Sherly Gugum Gumilar Gugum Gumilar HETI SUHERTI Indriati, Susana Intan Amelia Intan Diya Fadilah Iyus Jayusman Kurniawan Kurniawan Kurniawan Levina Herviani Lilis karlina, Lilis Muhammad Hammam Misbahuddin Neneng Nurjanah Nurfauziah, Tanti Nuroctaviani, Silvy Nursafaat, Firman Nurwanti, Siti Prawesty, Novia Nissya Raden Roro Suci Nurdianti Raden Roro Suci Nurdianti, Raden Roro Suci Rahayu, Vita Dwi Rd. Roro Suci Nurdianti Redi Hermanto Rendra Gumilar Rendra Gumilar Rendra Gumilar, Rendra Rizal Fauzi Rizal Fauzi Rosinta Rosyandi, Yudi Sadiah, Ati Salma Fakhiroh Shavab, Oka Agus Kurniawan Sindiani, Sindiani Siti Rahma Ramdani Putri Solihat, Ai Nur Sopwani, Virni Alfiqa Sri Dewi Lestari, Sri Dewi Sri Hardianti Sartika Sri Hardianti Sartika Srigustini , Astri Srigustini, Astri Suherti, Heti Suminawati, Suminawati Syamsudin Arnasik Ulpah, Yunita Dena Vani Agista Mahalia Violita Renata Nurseptia Widyaningrum, Bakti Yoni Hermawan Yoni Hermawan Yunira Utari Zeyn Dwi Alfaridza Rifahma