Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Sepeda Motor Piaggio Vespa Matic Modern Di Bangli

Abstract

This study aims to examine the effect of brand image and product quality on purchasing decisions of modern Piaggio Vespa matic motorcycles in Bangli. The research design used is causal quantitative research. Determination of the sample in the study using a non-probability sampling technique, namely purposive sampling. The number of samples used is 100 respondents. The instrument used in data collection is a questionnaire and the data analysis technique used is multiple linear regression analysis. The results of this study are: (1) Brand image and product quality have a significant effect on purchasing decisions for Piaggio Vespa Matic Modern Motorcycles in Bangli. (2) Product brand image has a positive and significant effect on purchasing decisions for Piaggio Vespa Matic Modern Motorcycles in Bangli. (3) Product quality has a positive and significant effect on purchasing decisions for Piaggio Vespa Matic Modern Motorcycles in Bangli.