PENGARUH CITRA MEREK DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOBIL AGYA

Abstract

Penelitian ini bertujuan untuk menguji pengaruh dari citra merek dan desain produk baik secara simultan maupun parsial terhadap keputusan pembelian mobil Agya. Rancangan penelitian adalah penelitian kuantitatif kausal. Sampel penelitian ditentukan dengan teknik purposive sampling sebanyak 100 responden. Metode pengumpulan data yang digunakan adalah kuesioner dan pencatatan dokumen. Teknik analisis data menggunakan analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa: (1) Citra merek dan desain produk berpengaruh positif dan signifikan terhadap keputusan pembelian mobil Agya. (2) Citra merek berpengaruh positif signifikan terhadap keputusan pembelian mobil Agya. (3) Desain produk berpengaruh positif signifikan terhadap keputusan pembelian mobil Agya .
Kata Kunci : Kata-kata kunci : citra merek, desain produk, keputusan pembelian.

This study aimed at examining the effect of brand image and product design both simultaneously and partially on Agya car purchasing decisions. The research design used was causal quantitative research. The sample in this study used a purposive sampling technique used were 100 respondents. Data collection methods used were questionnaire and document recording. Data analysis used multiple linear regression analysis. The results of the study indicate that (1) Brand image and product design has a positive and significant effect on the purchase decision of Agya cars. (2) Brand image has a positive and significant effect on the purchase decision of Agya cars. (3) Product design has a positive and significant effect on the purchase decision of Agya cars.
keyword : Key words: brand image, product design, purchase decision