ANALISIS PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI CITRA MEREK DAN NILAI PELANGGAN (Studi Pada Pengguna Motor Matik Suzuki NEX FI)

Abstract

The purpose of this research is to test the influences of product quality on customer value and brand image to increase purchasing decision. Using these variables, the usage of these variables are able to solve the arising problem within Suzuki Nex. Statement of this problem is how increase purchase decision? The population size of this research is customers Suzuki Nex. The samples size of this research is 120 customers Suzuki Nex. Using the Structural Equation Modeling (SEM). The results show that product quality on customer value and brand image to increase purchasing decision. The effect of product quality on brand image are significant; the effect of product quality on purchasing decision are significant; the effect of product quality on customer value are significant; the effect of brand image on customer value are significant; the effect on brand image on purchasing decision are significant and the effect on customer value on purchasing decision are significant