Jurnal Manajemen Bisnis Krisnadwipayana
Vol 5 No 3 (2017): Jurnal Manajemen Bisnis Krisnadwipayana

PENGARUH CITRA MERK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA MIO

Ratih Dwi Pratiwi (Kampus UNKRIS, Jatiwaringin Jakarta Timur)
Imam Wibowo (Program Studi Manajemen FE Universitas Krisnadwipayana)

Article Info

Publish Date
22 Dec 2017

Abstract

This research aimed to analyze the influence of a brand image and quality product on purchase decision of Yamaha Mio motorcycle partially and simultanously. This was a quantitative research by a survey method. The research population were users of Yamaha Mio motorcycle. Sample taking technique used a purposive sampling method with samples numbered 100 respondent. Based on regression analyze, The research results showed that brand image positively and significant influence a purchase decision of Yamaha Mio motorcycle, and product quality positively and significant influence a decision purchase of Yamaha Mio. Brand image and product quality simultanously positively and significant influence purchase decision of Yamaha Mio motorcycle.

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Journal Info
Jurnal Manajemen Bisnis Krisnadwipayana
Website

Abbrev

jmbk

Publisher

Universitas Krisnadwipayana

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Bisnis Krisnadwipayna yang lebih dikenal dengan sebutan JMBK mulai dipublikasikan sejak awal tahun 2013 oleh Program Studi Magister Manajemen Fakultas Ekonomi Universitas Krisnadwipayana Jakarta. JMBK terbit 3 (tiga) kali dalam satu tahun, yaitu pada bulan April, Agustus, dan ...