Pengaruh Kualitas Produk dan Daya tarik iklan Terhadap Keputusan Pembelian Mobil Honda Jazz (Studi pada pengguna mobil Honda Jazz di Surabaya)

Abstract: ompetition in the automotive industry every year, growing rapidly. Automotive industry competition requires the company to always innovate and campaign its products through promotion. The rapid development of the automotive world has led to increasingly tight competition. Honda as one of the largest industry players in the world, is required to always develop its products. The purpose of this study is to determine the effect of productquality and the attractiveness of advertising on the purchase decision of Honda Jazz. Respodents in this study aged 25-50 years who owns and is involved in purchasing decisions of Honda Jazz Car. The method used in this analysis is using multiple linear regression analysis method, with the number of samples as much as 220. Technique of collecting data used research obtained through questionnaire. The results showed that there is a significant influence between the relationship of product quality and the attractiveness of advertising to the purchase decision.
Keywords: product quality, ad appeal, buying decision
Kode Jurnal: jpmanajemendd180529

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