Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Sepeda Motor TVS

Abstract

This study aims to determine the effect of brand image and product quality individually and jointly on TVS motorcycle purchase decisions for Pamulang University students. The research method uses quantitative methods and uses primary and secondary data types. The population of this research is all Pamulang University students in 2019 by using purposive sumpling technique using the ancient rao formula in determining the number of samples as many as 100 respondents. The data analysis method used validity test, reliability test, classical assumption test (normality test, multicollinearity test, heteroscedasticity test and autocorrelation test), multiple linear regression analysis, correlation coefficient analysis, coefficient of determination (KD) analysis, t test and F test. The results of data analysis show that partially there is a positive and significant influence on brand image on purchasing decisions, with tcount (5.778) > ttable (1.985) and sig ( 0.000)< 0.05, by demi more Ho is rejected and Ha is accepted. Partially there is a positive and significant effect of product quality on purchasing decisions, with a value of tcount (9.247) > t table (1.985) and sig (0.000) < 0.05, thus Ho is rejected and Ha is accepted. Simultaneously there is an effect of Brand Image and product quality together on purchasing decisions, has a very strong relationship with the regression equation Y= 8.618+0.478x1+0.644x2, constant 8.618, coefficient x1 0.478 and coefficient x2 0.644, while the correlation value or r is 0.954 and the coefficient of determination is 0.908 or 90.8% while the remaining 9.2% is influenced by other factors, with Fcount (490.216) > Ftable (3.09) and sig (0.000) < 0.05, thus Ho is rejected and Ha is accepted, meaning that there is a positive and significant influence between Brand Image and product quality on student purchasing decisions on TVS motorcycles.

The Role of Price, Taste, and Brand Image in Purchasing Decisions

“…This result is also supported by the results of the analysis of respondents' answers, especially on the reputation indicator with the statement "Mie Sedaap always releases new products and innovations so I want to always try them". It is the same with research (Arifin & Setyaningrum, 2022) entitled "Analysis of the Influence of Halal Labeling, Price, Promotion, Taste, and Brand Image on the Purchase Decision of Kanzler Sausages by Millennials (Studies on Indomaret Sragen Supermarket Consumers)", furthermore "The Influence of Advertising Electronic Media, Brand Ambassador, and Brand Image on Purchase Intention (Case Study of Lemonilo Noodle Consumers in Surakarta City)" (Gunawati, 2022), on the results (Waluyo et al, 2023) entitled "The Effect of Product Variants and Brand Image on Decisions Purchasing Pucuk Harum Tea in Langsa City" and the last one entitled "The Effect of Brand Image and Product Quality on Purchase Decisions for TVS Motorcycles" (Pasaribu, 2022) researchers found that brand image variables had a positive and significant effect in this study. Shared or partial brand image has a significant and positive influence on consumer choice.…”

“…To leave a good first impression on customers, businesses must address the three elements of a brand image. Consumer perceptions of a company's brand influence their final purchase decision (Pasaribu, 2022). Brand reputation can be evaluated in several ways.…”

“…References: (Fasya & Rahwana, 2020), (Suherman, 2020), (Darmayanti & Indayani, 2023). Brand perception is one of the factors in consumer choice (Arifin & Setyaningrum, 2022), (Gunawati, 2022), (Pasaribu, 2022), and (Waluyo et al, 2023). This study aims to determine the relative importance of price, taste, and brand image in consumer decisions to buy Mie Sedaap Ayam Bakar Limau (Figure 1).…”

Pengaruh Iklan Media Elektronik, Brand Ambassador dan, Brand Image Terhadap Minat Beli (Studi Kasus Konsumen Mie Lemonilo di Kota Surakarta)

“…Seperti yang telah dikemukakan oleh (Pasaribu, 2021), terdapat beberapa indikator yang terdapat dalam brand image:…”

Influence of Service Quality and Brand Image on Customer Satisfacation at BMR Tour And Travel Agent

“…R. Saleh Syarif Bastaman No. 15 Empang, Bogor, Indonesia. BMR tour and travel agent, one of the companies that provide travel services and exciting vacation experiences to customers who want to use their services [3].…”