PENGARUH WORD OF MOUTH, BRAND IMAGE, DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN YAMAHA MIO (Studi pada Konsumen yang Membeli Yamaha Mio di PT. Yamaha Mataram Sakti Cabang Purworejo)

Abstract

The development and competition of the motorcycle’s industry business is increasing rapidly. This research was conducted on PT. Yamaha Mataram Sakti Purworejo. From sales data of Yamaha Mio on PT. Yamaha Mataram Sakti Purworejo it can be found that there are derivation of sales. This study aims to determine the effect of Word of Mouth (X1), Brand Image (X2), and Brand Trust (X3) on consumer purchasing decisions (Y) on PT. Yamaha Mataram Sakti Purworejo. Type of research that used is explanatory research with data collection methods using interviews and data collection tools using questionnaires with a sample of 100 respondents PT. Yamaha Mataram Sakti Purworejo customers using the Purposive Sampling method. The analysis technique used are validity test, reliability test, simple linear regression, multiple linear regression, t test, and F test with SPSS 21. Result of research indicate that word of mouth have positive and strong influence to purchasing decision, this is indicate by coefficient of the correlation coefficients and regression 0,758 0,708 and contributting 50,1%, brand image have positive and strong influence to purchasing decision, this is indicate by coefficient of the correlation coefficients and regression 0,622 0,690 and contributting 47,6%, while brand trust have positive and strong influence to purchasing decision, this is indicate by coefficient of the correlation coefficients and regression 0,576 0,762 and contributting 58,1%. While together word of mouth, brand image, and brand trust have a positive and very strong influence on purchasing decision of linier regression coefficients shown that word of mouth, brand image, and brand trust 0,260 0,207 0,326, the correlation is shown by the 0,812 and contributting 66%. Researcher suggests to improve purchase decision is sales marketing must be improve the accuration information of Yamaha Mio’s quality, make strong promotion to target market in mass media and electronic media, improve brand image of product, and improve the service quality of dealer Yamaha Mataram Sakti Purworejo.