PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN MOTOR HONDA (STUDI PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS MERCU BUANA YOGYAKARTA)
DOI:
https://doi.org/10.34127/jrlab.v13i1.1041Abstract
This study aims to examine the influence of brand image, product quality and electronic word of mouth on Honda motorcycle purchase decisions (Study on Students of the Faculty of Economics, Mercu Buana University, Yogyakarta). The independent variables in this study consisted of Brand Image, Product Quality, and Electronic Word Of Mouth. While the dependent variable is Purchase Decision. This study used a quantitative approach. The population in this study is students of the faculty of economics, Mercu Buana University, Yogyakarta. Sampling using proportionate stratified random sampling method. There were 96 student samples. Data analysis techniques use multiple regression analysis, classical assumption tests and hypothesis tests with SPSS 25. The results of this study are partially brand image, product quality and electronic word of mouth have a positive and significant effect on purchasing decisions. Simultaneously, brand image, product quality and electronic word of mouth have a positive and significant influence on purchasing decisions. Key words: Brand Image, Product Quality, Electronic Word Of Mouth, Purchasing Decision.References
Ali, I., Irdiana, S., & Irwanto, J. (2019, July). Dampak Brand Image, Brand Equity Dan Brand Trust Terhadap Keputusan Pembelian Laptop Asus:(Studi Pada Toko Komputer Lumajang Computer Centre Di Kabupaten Lumajang). In Progress Conference (Vol. 2, No. 1, pp. 406-413).
Amin, A. M., & Jonathan, S. (2021). Pengaruh Kualitas Produk, Citra Merek, Word Of Mouth, Dan Tenaga Penjualan Terhadap Keputusan Pembelian Belting Merek Bando Di UD. Jaya Bersama. INVEST: Jurnal Inovasi Bisnis Dan Akuntansi, 2(2), 117-127.
Arfah, Y. (2022). Keputusan Pembelian Produk. PT Inovasi Pratama Internasional.
Astuti, M., MM, M., Matondang, N., Kom, S., & MM, M. T. (2020). Manajemen Pemasaran: UMKM dan Digital Sosial Media. Deepublish.
Bharmawan, A. S., & Hanif, N. (2022). Manajemen Pemasaran Jasa: Strategi, Mengukur Kepuasan Dan Loyalitas Pelanggan. Scopindo Media Pustaka.
Cen, C. C. (2022). Keputusan Pemilihan Jasa Berbasis Citra Merek Dan Promosi. PT Inovasi Pratama Internasional.
Dewi, N. P. A., Fajariah, F., & Suardana, I. M. (2023). Pengaruh Content Marketing dan Electronic of Mouth pada Platform TikTok terhadap Keputusan Pembelian di Shopee. Kompeten: Jurnal Ilmiah Ekonomi dan Bisnis, 1(4), 178-190.
Herdiyus, F. (2021). Analisis Pengaruh Komitmen Organisasi, Gaya Kepemimpinan Transaksional Dan Kemampuan Kerja Terhadap Kinerja Karyawan Pada Koperasi Simpan Pinjam (Ksp) Credit Union (Cu) Dharma Prima Kita Yogyakarta (Doctoral dissertation, Universitas Mercu Buana Yogyakarta).https://www.aisi.or.id/statistic/, diakses pada Desember 2023.
Marantika, W., & Sarsono, S. (2020). Pengaruh Kualitas Produk, Word of Mouth, dan Store Image terhadap Keputusan Pembelian: Studi pada Pengunjung Toko Amigo Pedan. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 10(1), 114-127.
Prayoga, I. K. W., & Yasa, N. N. K. (2023). Electronic Word Of Mouth, Brand Image, Dan Purchase Intention: Konsep dan Studi Kasus Pada Calon Konsumen Kedai Kopi Fore Coffee. CV Pena Persada.
Rahmah, R. M., & Supriyono, S. (2022). Pengaruh Electronic Word of Mouth dan Citra Merek terhadap Keputusan Pembelian Masker Wajah Sariayu. Management Studies and Entrepreneurship Journal (MSEJ), 3(4), 2352-2359.
Saraswati, A. R., & Giantari, I. G. A. K. (2022). Brand image mediation of product quality and electronic word of mouth on purchase decision. International Research Journal of Management, IT and Social Sciences, 9(1), 97-109.
Shafrizal, A., & Pudjoprastyono, H. (2022). Kualitas Produk, Citra Merek, dan Word Of Mouth terhadap Keputusan Pembelian. Journal of Management and Bussines (JOMB), 4(2), 1121-1133.
Sudarsono, H. (2020). Manajemen Pemasaran. Pustaka Abadi.
Tannia, P. V., & Yulianthini, N. N. (2021). Pengaruh Kualitas Produk, Desain Produk Dan Harga Terhadap Keputusan Pembelian Sepeda Motor Honda Merek PCX. Prospek: Jurnal Manajemen dan Bisnis, 3(2), 87-94.
Telagawathi, N. L. W. S., & Susila, G. P. A. J. (2019). Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Sepeda Motor Honda Beat. Bisma: Jurnal Manajemen, 5(1), 1-8.
Wibowo, R. A. (2019). Manajemen Pemasaran. Radna Andi Wibowo.
Downloads
Published
Issue
Section
License
Jurnal Lentera Bisnis disebarluaskan di bawah Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional.
Berdasarkan ciptaan pada https://plj.ac.id/ojs/index.php/jrlab
