The Influence of Brand Image, Service Quality, and Product Promotion on Motorcycle Purchasing Decisions at Yamaha Mataram Sakti
Keywords:
Brand Image, Service Quality, Promotion, Purchase DecisionAbstract
This study discusses the retail sales of Yamaha vehicles which have decreased in the 3 (three) year period 2022-2024. The purpose of this study was to determine and analyze the effect of Brand Image, Service Quality and Promotion on Yamaha Motorcycle Purchasing Decisions at Mataram Sakti Dealers. The object used in this research is 1 (one) authorized Yamaha Matasam Sakti dealer in Semarang City. The sample in this study were consumers who bought Yamaha motorbikes at Mataram Sakti Dealers. The sampling method uses the sampling method, namely sampling from the population based on certain criteria. The data analysis technique used in this research is multiple linear regression. The results showed that brand image has a positive and significant effect on purchasing decisions. Service quality has a positive and significant effect on purchasing decisions. Product promotion has a positive and significant effect on purchasing decisions. From the results of this study it can be concluded that both partially and simultaneously, brand image, service quality, and promotion have a significant influence on purchasing decisions. Therefore, companies are advised to increase efforts to improve consumer purchasing decisions
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