PENGARUH CITRA MEREK, KUALITAS PRODUK, DESAIN DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN KENDARAAN BERMOTOR HONDA SCOOPY DI KECAMATAN MAYANG JEMBER

Abstract

This study aims to determine the effect partially and simultaneously on the variables Brand Image, Product Quality, Design and Advertising on Purchasing Decisions. The data processing method in this study uses data instrument tests, namely: validity and reliability tests, classic assumption tests, namely: normality test, multicollinearity test, and heteroscedasticity test, multiple linear analysis, hypotheses namely: t test and F test, and coefficient of determination, with the help of the SPSS 22 analysis tool. The results showed that the variables Brand Image, Design and Advertising partially had no significant effect on the Honda Scoopy Motor Vehicle Purchase Decision in Mayang Jember District, while the Product Quality variable partially had a significant effect on the Honda Scoopy Motor Vehicle Purchase Decision In Mayang Jember District, and simultaneously the variables Brand Image, Product Quality, Design and Advertising have a significant effect on the Purchase Decision of Honda Scoopy Motorized Vehicles in Mayang Jember DistrictThe Product Quality Variable is the dominant factor in the Decision to Purchase Honda Scoopy Motorized Vehicles in Mayang Jember District..