Pengaruh Citra Merek, Promosi Penjualan dan Kualitas Layanan terhadap Keputusan Pembelian Sepeda Motor di Showroom Yamaha Alfa Scorpii Binjai

Abstract

The automotive industry has experienced very rapid growth, consumers have many brand choices for the same product, the right strategy will stimulate purchasing decisions for consumers. This phenomenon results in intense competition in marketing products to attract consumers. This study aims to determine the effect of brand image, sales promotion, and service quality on purchasing decisions for Yamaha motorcycles at the Yamaha Alfa Scorpii Binjai Showroom. The type of research used is quantitative research with data collection through questionnaires. The number of samples in the study was 89 people with a sampling technique using accidental sampling with the criteria of consumers using and making purchasing decisions for Yamaha motorcycles. Data analysis used is multiple linear regression analysis. Data processing in the study used the SPSS program for windows. The results of this study indicate that simultaneously Brand Image, Sales Promotion and Service Quality have a positive and significant effect on purchasing decisions. Partially, Brand Image, Sales Promotion and Service Quality have a positive and significant effect on purchasing decisions for Yamaha Motorcycles at the Yamaha Alfa Scorpii Binjai Showroom. Based on the coefficient of determination, the independent variable is able to influence the dependent variable by 52.4% while the remaining 47.6% can be explained by variables not examined in this study.