ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Motor Sport Suzuki Di Kota Semarang)
Abstract: Competition in
motorcycle sales among motorcycle manufacturers especially motor sport in
Indonesia is very tight, one of which Suzuki sport bike sales decreased in
2012-2015, if this continues to happen is not impossible Suzuki will have
difficulty to follow the competition with other competitors so that will have
an impact on Suzuki's own survival. The purpose of this study to determine the
effect of product quality, product innovation and brand trust on purchasing
decisions Suzuki motor sport.
Samples in this study are consumers who buy and use Suzuki sport bikes in
Semarang which amounted to 100 respondents selected by using purposive sampling
method. The analytical technique used to process the data in this study using
SPSS 20.
The results of the analysis in this study indicate that product quality
and product innovation have a positive and significant effect on brand trust,
then brand trust has a positive and significant effect on purchasing decision.
In addition, product quality does not significantly influence purchasing
decisions and product innovations have a positive and significant impact on
purchasing decisions.
Keywords: Product Quality,
Product Innovation, Brand Trust, Purchase Decision
Penulis: Ilham Maulana S,
Idris
Kode Jurnal: jpmanajemendd170946
