PENGARUH KUALITAS PRODUK, PROMOSI DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK VESPA MATIC DI KOTA MADIUN

Abstract

This study aims to determine the effect of product quality, promotion and brand image on purchasing decisions for Vespa matic products in Madiun City. The type of research used in this study is a quantitative approach. In research using multiple linear regression techniques. Sampling using Purposive Sampling technique. The sample used was 384 respondents. Based on the results of statistical tests, it shows that partially product quality has a positive and significant effect on purchasing decisions, promotion has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions and simultaneously product quality, promotion and brand image on purchasing decisions vespa matic products in Madiun City.

Keywords: Product Quality, Brand Image Promotion and Purchase Decision