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The Influence of Product Quality and Brand Image on Purchase Decisions for Suzuki Satria Motorcycle (Study on Suzuki Satria Consumers at PT. Indo Sunmotor Gemilang Semarang)

*Ilham Firmansyah  -  Departmen Ilmu Administrasi Bisnis , Universitas Diponegoro, Jl. Prof. Sudarto, SH, Tembalang, Semarang, Indonesia 50275, Indonesia
Agung Budiatmo  -  Universitas Diponegoro, Indonesia

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Abstract

Abstract: The business world has grown rapidly. As a result of this development creates opportunities and intense competition to increase profits as much as possible. Suzuki as one of the largest motorcycle companies in Indonesia produces motorcycle products that provide speed, enjoyment, efficiency and comfort in motorcycle riding and can be aligned with its competitors. This study aims to determine the effect of product quality and brand image on purchasing decisions for Suzuki Satria motorcycles at PT. Indo Sunmotor Gemilang Semarang. This type of research is explanatory research. The sampling technique used was non-probability and purposive sampling. The number of samples taken as many as 100 respondents who are users and buyers of Suzuki Satria at PT. Indo Sunmotor Gemilang Semarang. The analysis technique uses validity and reliability tests, cross tabulation, correlation coefficient, coefficient of determination, simple regression analysis, multiple regression analysis, t test, and F test with the help of the IBM SPSS version 21.0 system. Based on the results of the study indicate that product quality has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions. The results also show that there is a significant influence between product quality and brand image together on purchasing decisions.

Keywords: product quality; brand image; purchase decision

 

Abstrak: Dunia bisnis telah berkembang dengan pesatnya. Akibat dari perkembangan ini menciptakan peluang dan persaingan ketat untuk meningkatkan keuntungan yang sebesar-besarnya. Suzuki sebagai salah satu perusahaan motor terbesar di Indonesia menghasilkan produk sepeda motor yang memberikan kecepatan, kenikmatan, keiritan dan kenyamanan dalam berkendara sepeda motor dan dapat disejajarkan dengan para pesaingnya. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan citra merek terhadap keputusan pembelian sepeda motor Suzuki Satria di PT. Indo Sunmotor Gemilang Semarang. Tipe penelitian ini adalah explanatory research. Teknik pengambilan sampel menggunakan teknik non probability dan purposive sampling. Adapun jumlah sampel yang diambil sebanyak 100 responden yang merupakan pengguna dan pembeli Suzuki Satria di PT. Indo Sunmotor Gemilang Semarang. Teknik analisis menggunakan uji validitas dan reliabilitas, tabulasi silang, koefisien korelasi, koefisien determinasi, analisis regresi sederhana, analisis regresi berganda, uji t, dan uji F dengan bantuan sistem IBM SPSS versi 21.0.Berdasarkan hasil penelitian menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil penelitian juga menunjukkan bahwa ada pengaruh yang signifikan antara kualitas produk dan citra merek secara bersama-sama terhadap keputusan pembelian.

 

Kata kunci: kualitas produk, citra merek, keputusan pembelian

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Keywords: product quality; brand image; purchase decision

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