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

Imam Wibowo, M.Si (Fakultas Ekonomi Universitas Krisnadwipayana)
Ratih Dwi Pratiwi (Prodi Manajemen Fakultas Ekonomi UNKRIS)

Jurnal Manajemen Bisnis Krisnadwipayana
Vol 5, No 3 (2017): JURNAL MANAJEMEN BISNIS KRISNADWIPAYANA

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.