ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Motor Sport Suzuki Di Kota Semarang)

Abstract

Competition in motorcycle sales among motorcycle manufacturers especially motor sport in Indonesia is very tight, one of which Suzuki sport bike sales decreased from 2012-2015, if this continues to happen is not impossible Suzuki will have difficulty to follow the competition with other competitors so that Will have an impact on Suzuki's own survival. The purpose of this study to determine the effect of product quality, product innovation and brand trust on purchasing decisions Suzuki motor sport. Variable of service quality and product innovation become independent variable, brand trust variable becomes intervening variable and last variable purchase decision become dependent variable. Samples in this study are consumers who buy and use Suzuki sport bikes in the city of Semarang which amounted to 100 respondents selected by using purposive sampling method. The analytical technique used to process the data in this study using SPSS 20. The results of analysis in this study show that product quality and product innovation have a positive and significant effect on brand trust, then brand trust has a positive and significant effect on purchasing decision. In addition, product quality does not significantly on purchasing decision and product innovation have positive and significant effect to purchasing decision.