PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR NMAX PADA PT. MAHA SURYA DI SINGARAJA - ., I Gede Saka Wiladitya; ., Ni Luh Wayan Sayang Telagawathi, S.E., M; ., Dra.Ni Made Suci,M.Si (Jurnal Manajemen Indonesia, 2019)
Penelitian ini bertujuan untuk memperoleh temuan eksplanatif yang teruji tentang (1) pengaruh citra merek dan kualitas produk secara simultan terhadap keputusan pembelian sepeda motor merek NMAX pada PT. Maha Surya di Singaraja, (2) pengaruh parsial citra merek terhadap keputusan pembelian. (3) pengaruh parsial kualitas produk terhadap keputusan pembelian. Penelitian ini menggunkan desain penelitian kuantitatif kausal. Data dikmpulkan dengan metode kuesioner, dan pencatatan dokumen, kemudian dianalisis dengan analisis regresi linier berganda.Hasil dengan menggunakan uji F disimpulkan bahwa secara simultan variabel citra merek dan kualitas produk mempunyai pengaruh signifikan terhadap keputusan pembelian sebesar 47,8%. Secara parsial dengan uji t disimpulkan bahwa secara parsial variabel citra merek berpengaruh signifikan sebesar 11,2% dan kualitas produk berpengaruh signifikan sebesar 36,7% terhadap keputusan pembelian sedangkan sisanya sebesar 4,3% dijelaskan oleh variabel atau sebab-sebab lainnya diluar model. Variabel kualitas produk berpengaruh dominan terhadap keputusan pembelian produk motor NMAX pada PT. Maha Surya di Singaraja Kata Kunci : Citra Merek, Kualitas Produk, Keputusan Pembelian This study aimed at obtaining proven explanatory findings about (1) the simultaneous influence of brand image and product quality on purchasing decisions of NMAX brand motorcycles at PT. Maha Surya in Singaraja, (2) the partial effect of brand image on purchasing decisions. (3) the partial influence of product quality on purchasing decisions. This study uses quantitative causal research design. Data were collected by using questionnaire and document recording. The data were analyzed by multiple linear regression analysis and F test. The results showed that the brand image variable and product quality simultaneously had a significant effect on purchasing decisions of 47.8%. The t test analysis result concluded that the brand image variable had a significant effect of 11.2% partially and product quality had a significant effect of 36.7% partially on purchasing decisions while the remaining 4.3% was explained by other variables or causes outside of the model. Product quality variables predominantly influenced the purchasing decisions of NMAX motorcycle products at PT. Maha Surya in Singaraja. keyword : Brand Image, Product Quality, Purchasing Decisions