PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA MATIC PADA DRIVER OJEK ONLINE DI KOTA SURABAYA

Authors

  • Linda Isnawati Universitas Negeri Surabaya
  • Veni Rafida Universitas Negeri Surabaya

DOI:

https://doi.org/10.37478/als.v14i2.4493

Abstract

This research aims to analyze the influence of Brand Image and Product Quality on the purchasing decisions of Honda Matic motorcycles among Online motorcycle taxi Drivers in Surabaya. The research employs a quantitative approach. The sample consists of 350 Online motorcycle taxi Drivers who use Honda Matic motorcycles in the city of Surabaya. Data collection is done through a questionnaire, which is validated and tested for reliability using SPSS 26. The data analysis techniques include classical assumption tests, linear regression, t-tests, f-tests and the coefficient of determination (R-Square). The results of this study indicate that both Brand Image and Product Quality partially influence the purchasing decisions of Honda Matic motorcycles. Simultaneously, these two variables significantly impact the purchasing decisions of Honda Matic motorcycles.

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Keywords:

Brand Image, Kualitas Produk, Keputusan Pembelian, Product Quality, Purcashing Decisions

References

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Published

2024-09-01

How to Cite

Isnawati, L., & Rafida, V. (2024). PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA MATIC PADA DRIVER OJEK ONLINE DI KOTA SURABAYA. ANALISIS, 14(2), 428-445. https://doi.org/10.37478/als.v14i2.4493

Issue

Vol. 14 No. 2 (2024): ANALISIS VOL. 14 NO. 02 TAHUN 2024

Section

Articles

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