Pengaruh Harga, Kualitas Produk, Citra Merek Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Mobil Suzuki Ertiga Di Deller Suzuki Jember

D. Pamungkas, Feti Fatimah, Y. Wibowo
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Abstract

Business competition in the automotive world is getting tougher, especially in the competition for car production. The fact that car sales continue to increase. This condition makes the company increasingly increase innovation by launching new products to increase market share. The purpose of this study was to determine (1) the effect of price on purchasing decisions for the Suzuki Ertiga at Deller Suzuki Jember, (2) the effect of product quality on purchasing decisions for the Suzuki Ertiga at Deller Suzuki Jember, (3) the effect of brand image on purchasing decisions for the Suzuki Ertiga. at Deller Suzuki Jember, (4) Quality of service on purchasing decisions for the Suzuki Ertiga at Deller Suzuki Jember. The sample in this study was 165 respondents. The sampling technique used non-probability sampling using purposive sampling. From the results of this study it is stated that the price has a positive and significant influence on the purchasing decision of the Suzuki Ertiga Car at Deller Suzuki Jember, Product quality has a positive and significant influence on the purchasing decision of the Suzuki Ertiga Car at Deller Suzuki Jember, Brand image has a positive and significant influence on the decision. the purchase of a Suzuki Ertiga Car at the Deller Suzuki Jember, the quality of service has a positive and significant influence on the decision to purchase a Suzuki Ertiga at the Deller Suzuki Jember.
价格、产品质量、品牌形象和服务质量对铃木铃木林伯市采购决定的影响
汽车行业的商业竞争越来越激烈,尤其是在汽车生产方面的竞争。汽车销量持续增长的事实。这种情况使得公司不断加大创新力度,通过推出新产品来增加市场份额。本研究的目的是确定(1)价格对Deller Suzuki Jember铃木Ertiga购买决策的影响,(2)产品质量对Deller Suzuki Jember铃木Ertiga购买决策的影响,(3)品牌形象对铃木Ertiga购买决策的影响。(4)在Deller Suzuki Jember对铃木Ertiga的购买决策的服务质量。本研究的样本为165名受访者。抽样技术采用目的抽样的非概率抽样。本研究的结果表明,价格对在Deller Suzuki Jember购买铃木Ertiga轿车的决策有积极显著的影响,产品质量对在Deller Suzuki Jember购买铃木Ertiga轿车的决策有积极显著的影响,品牌形象对决策有积极显著的影响。在Deller Suzuki Jember购买铃木Ertiga汽车时,服务质量对在Deller Suzuki Jember购买铃木Ertiga的决定具有积极而显著的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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