Pengaruh Kualitas Produk dan Citra Merek Terhadap Minat beli Honda CBR 250RR (Studi pada Pengunjung Dealer Honda Delta Sidoarjo)
Abstract: There is an
increasing demand for motor vehicle market in Indonesia. This causes many
manufacturers to enter into the market, so the competition in the market getting
tighter. Companies are required to prepareappropriate strategies in marketing
their products. The purpose of this study is to analyze and discuss theinfluence
of product quality and brand image on buying interest of motorcycle Honda CBR
250 RR. This study is a conclusive study and using non probability sampling
technique. The sampling technique usedwas judgmental sampling with a total of
220 respondents. Technique of collecting data usingdissemination of
Questionnaire. Writer using Likert scale for measurement in this study.
Statisticalanalysis used is multiple linear regression analysis with spss for
windows 23. The results show that thereis significant influence between product
quality and brand image on buying interest, with significant value for product
quality 0.000 and for brand image 0,000.
Keywords: Product Quality,
Brand Image, Buying Interest
Penulis: FAWZI GILANG A
Kode Jurnal: jpmanajemendd180522
