Nabila, Widia (2023) Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Sepeda Motor Honda Scoopy (studi Kasus Pada Dealer Muara Pulau Arta Motor Kecamatan Tandun). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the effect of product quality and brand image on purchasing decisions of Honda Scoopy motorbikes (Case Study on Muara Pulau Arta Motor Dealers, Tandun District). The research method used in this study is a quantitative approach by collecting data in the form of numbers. The data source used to obtain accurate data is by distributing questionnaires to respondents. The sample used in this study were consumers who bought a Honda Scoopy motorbike with the criteria of having bought a Honda Scoopy motorbike as many as 50 respondents with a sampling technique using accidental sampling. Methods for data processing using data collection scale techniques, coefficient of determination, t test and f test. The results of the tests conducted are product quality and brand image have a positive and significant simultaneous effect on purchasing decisions for Honda Scoopy motorbikes.

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