PENGARUH HARGA, CITRA MEREK, KUALITAS PRODUK DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN MOBIL DAIHATSU (STUDI KASUS PADA PEMILIK MOBIL DAIHATSU DI WILAYAH KOTA BEKASI)

Abstract

The purpose of research is carried out to determine the effect and influence of simultaneous partial price, brand image, product quality and advertisement on the purchase decision Daihatsu car. The object of this research is Daihatsu car owners in Bekasi City. Large sample used in this study based on the formula Isaac and Michael with the sampling technique used is purposive sampling. Questionnaires conducted on 400 respondents from a population of 2.336.489 people. The analysis used in this study is the method of multiple regression analysis variables used were variable Price, brand image, product quality and advertisement as the Independent variable (X) and the variable purchase decisions as dependent variable (Y). Using the t test and F test. Result showed simultaneous price, brand image, product quality and advertisement influence the purchasing decisions of Daihatsu car in bekasi city. Partial image of the poduct quality not significantly influence the purchase decision. Keywords: Price, Brand Image, Product Quality, Advertisement, and Purchase Decision