Rizki, Muhammad Dio (2023) Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Mobil Bekas Pada Showroom Auto Class Prasada Kota Padang. Masters thesis, Universitas Islam Riau.

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Abstract

This study aims to analyze whether there is an influence (1) Brand image on the decision to purchase a Used Car at the Auto Class Prasada Showroom in Padang City (2) Product quality on the decision to purchase a Used Car at the Auto Class Prasada Showroom in Padang City (3) Brand image and product quality on the decision to buy a used car at the Prasada Auto Class Showroom in Padang City. The research method used is a quantitative research method and the sampling technique used is the Slovin formula. The sample used 89 respondentsthe data analysis technique used by using multiple linear regression analysis. Based on the study results, it can be concluded that (1) brand image influences the decision to buy a used car at the Prasada Auto Class Showroom in Padang City. (2) There is an influence of product quality on the decision to purchase a used car at the Auto Class Prasada Showroom in Padang City, and (3) There is an influence of brand image and product quality on the decision to buy a used car at the Auto Class Prasada Showroom in Padang City. It can be suggested (1) for the Prasada Auto Class Showroom in Padang City. Concerning Brand Image and Product Quality that are offered already meet consumer tastes so they affect the resulting Purchase Decisions. It is hoped that the company can improve its Brand Image and Product Quality so that the number of sales will increase. (2) For the Prasada Auto Class Showroom in Padang City, company management needs to pay attention to other factors that influence purchasing decisions. besides brand images and product quality, such as promotions through social media, pricing and service quality.

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