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PENGARUH KUALITAS PELAYANAN, CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN SEPEDA MOTOR HONDA BEAT DI PT. NUSANTARA SAKTI SEMARANG

*Irna Windu Prasetyani  -  Jurusan Ilmu Administrasi Bisnis, Indonesia
Handoyo Djoko Waluyo  -  Jurusan Ilmu Administrasi Bisnis, Indonesia
Agung Budiatmo  -  Jurusan Ilmu Administrasi Bisnis, Indonesia

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Abstract
This research purpose to find out the influence of service quality, brand image and product quality on
purchase decision of Honda BeAT motorcycle’s consumer at PT. Nusantara Sakti Semarang. This research
included in explanatory. Taked 100 respondents as sample with purposive sampling method. Collecting data
used questionnaire. The datas analized by validity and reliability, cross table, a simple regression analysis,
regression analysis, and hypothesis testing using the formula t and F count. The result of this research show
that service quality have significant influence on purchase decision, brand image have significant influence on
purchase decision, product quality have significant influence on purchase decision, and service quality, brand
image and product quality in partial and simultaneous have significant influence on purchase decision.
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Keywords: service quality, brand image, product quality, purchase decision.

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