PENGARUH PELAYANAN, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA TIPE SUPRA X 125 PADA DEALER BHINNEKA MOTOR DI KOTA METRO

Authors

  • Suharto Suharto FE UM Metro
  • Suwarto Suwarto FE UM Metro

DOI:

https://doi.org/10.24127/jm.v8i1.119

Abstract

ABSTRAK

 

Tujuan penelitian ini adalah mengetahui pengaruh langsung Pelayanan terhadap Citra Merek, Kualitas Produk terhadap Citra Merek, Citra Merek terhadap Keputusan Pembelian, Pelayanan terhadap Keputusan Pembelian, dan Kualitas Produk terhadap Keputusan Pembelian. Untuk manganalisis masing-masing pengaruh antar variabel laten itu di gunakan analisis jalur (path analysis).

Berdasarkan hasil perhitungan ditemukan bahwa Pelayanan berpengaruh langsung positif terhadap Citra Merek. Kualitas Poduk berpengaruh langsung positif terhadap Citra Merek. Citra Merek berpengaruh langsung positif terhadap Keputusan Pembelian. Pelayanan berpengaruh langsung positif terhadap Keputuan Pembelian. Kualitas Produk berpengaruh langsung positif terhadap Keputusan Pembelian. Pelayanan berpengaruh tidak langsung terhadap Keputusan Pembelian melalui Citra Merek, dan Kualitas Produk berpengaruh tidak langsung terhadap Keputusan Pembelian melalui Citra Merek.

 

Key Word: Pelayanan, Kualitas Produk, Dan Citra Merek,Keputusan Pembelian.

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