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
Penulis: DITHO CHRIS HERDYAN
Kode Jurnal: jpmanajemendd180529
