Pengaruh Brand Image, Kualitas Produk Dan After Sales Service Terhadap Keputusan Pembelian

Hendy Novendra Pratama (Universitas Widyagama Malang)
Muchlis Mas’ud (Universitas Widyagama Malang)
Mulyono Mulyono (Universitas Widyagama Malang)

Jurnal Ekonomi, Bisnis dan Manajemen
Vol. 2 No. 3 (2023): September : Jurnal Ekonomi, Bisnis dan Manajemen

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