ANALISIS PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP BRAND IMAGE DAN KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA MIO PADA PT. ALFA SCORPII KOTA PEKANBARU

Abstract

This study aims to determine and analyze the effect of Product Quality
on Brand Image and Price on Brand Image. To find out and analyze the influence
of product quality prices on purchasing decisions through brand image and the
influence of brand image on purchasing decisions.
The research population was consumers of Yamaha Mio PT. Alfa Scorpii
Pekanbaru City in 2017 is 3429 people. The sample in this study is the total
population of 149 consumers. The sampling technique used is simple random
sampling. The analysis technique used in this study is path analysis with the help
of the SPSS program.
The results of this study indicate that product quality and price have a
significant effect on purchasing decisions. Brand Image has a significant effect on
Purchasing Decisions. Product quality and price have a significant effect on
Purchasing Decisions through Brand Image. The better quality of the product and
the affordability of the price offered and followed by a positive Brand Image will
increase the Purchasing Decision.