The Impacts of Product Quality, Promotion, Brand Association, Purchase Decisions on Japanese Motorcycles

Murpin Josua Sembiring; Didin Fatihudin; Anang Firmansyah

doi:10.24843/MATRIK:JMBK.2022.v16.i02.p03

Murpin Josua Sembiring Universitas Ma Chung
Didin Fatihudin
Anang Firmansyah

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Abstrak

ABSTRACT

Increasing competition in the automotive world requires every automotive company, especially motorcycle manufacturers, to innovate the development of tastes and market needs. All motorcycle manufacturers, especially Japanese motorcycle manufacturers, keep fighting to win the hearts of consumers and hope that their products can dominate the motorcycle market in Indonesia. They must apply their business strategy appropriately to meet their targeted markets. This study aims to determine the effect of product quality, promotion, and brand association of purchasing decisions using quantitative research methods that are objective, including the collection and analysis of statistical testing data. Using the SPSS program, the data of the present study result in the following regression equation: Y = - 0.558 + 0.158X1 + 0.235X2 + 0.196X3+e. Based on the hypothesis testing, the F test results show that the independent variables of product quality, promotion, and brand association simultaneously influence the purchase decision. In comparison, the t-test shows that brand association is a variable that significantly influences customers’ purchasing decisions.

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