Pengaruh Kualitas Produk, Citra Merk dan Promosi terhadap Keputusan Pembelian Spare part pada Bengkel Aneka Motor Kabupatan Padang Pariaman

Abstract

This study aims to determine how much influence the variable quality of the product, brand image and promotions simultaneously and partially on purchasing decisions motorcycle spare parts in the garage Aneka Motor Padang Pariaman. By using the method of data collection in the form of the questionnaire and the analysis method used is multiple linear regression analysis. The result showed that the variable quality of the product, brand image, and promotions significantly influence the purchasing decisions of spare parts in the motor workshop Aneka Motor Padang Pariaman, Marked with the R-value of 0.610 and Adjusted R Square of 0.351. This shows that there is influence between product quality, brand image, and promotions on purchasing decisions by 35.1 % while the remaining 64.9 % is influenced by other variables outside the study. Partial variable product quality and brand image positive and significant influence on purchasing decisions, while the sale does not significantly influence the purchase decision.
 
 Keywords : Quality Product, Brand And Promotion Buying Decision

Product Prices, Service Quality, Promotion Affect Decisions on Purchasing Motorcycle Parts

“…Customers really want friendly service quality, supported by affordable product prices and attractive promotions about products. In line with this statement, research conducted by (Rustam, 2019) found that promotion has a positive influence on customer decisions in making purchases. Furthermore, research conducted by (Kurniawan, 2016;Margaretha, 2012) stated that price and service quality are factors that affect purchasing decisions.…”

“…The Indonesian Motorcycle Industry Association recorded motorcycle sales in 2019 reaching 6,487,430 units, with details of Honda contributing sales of 4,910,688 units or 75,69%, Yamaha with sales of 1,434,217 units or 22,1%, Suzuki with total sales of 71,861 units or 1,1%, Kawasaki with sales of 69,766 units or 1.08%, TVS with sales of 898 or 0,01%. This makes Honda the most popular motorcycle brand in Indonesia (Rustam, 2019).…”

“…Economic players will see these high sales figures as an opportunity. And one of the opportunities that can be entered is in the spare parts section (Rustam, 2019). Spare parts are parts or spare parts that make up several motorcycle components from the engine frame to the motorcycle body.…”

Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Keputusan Pembelian Mobil Merek Toyota Innova

“…It has not sparked consumer interest. From the results, promotion is an activity to influence consumers to become familiar with the company's products and then become happy and then buy the product (Petricia & Syahputra, 2015;Rustam, 2019). The recommendations offered based on the findings of this study are to improve product quality, such as waste and responsive performance.…”

Face to Face Sales and Sales Promotions have a Positive Effect on Gold Jewelry Purchasing Decisions

“…A company has a variety of activities in its company, not only making a product or service but also marketing it by telling about the benefits, advantages of the product, and the advantages of the product. In the activity of marketing a product, there are several promotions (Petricia & Syahputra, 2015;Rustam, 2019;Santosa, 2019).…”