Pengaruh Kualitas Produk dan Brand Image terhadap Minat Beli Motor Matik

Abstract

ABSTRAK

Penelitian ini bertujuan untuk mengetahui seberapa besar keinginan konsumen terhadap minat beli motor matik sehingga perlu dilakukan pengujian berdasarkan beberapa variabel yaitu variabel kualitas produk dan brand image, adapun penelitian ini menggunakan metode kualitatif dimana data yang didapat melalui pertanyaan yang disebarkan kepada masyarakat pengguna sepeda motor sebanyak 65 responden. Adapun hasil penelitian yang didapat menunjukan bahwa adanya pengaruh antara kualitas produk, Brand Image kepada minat beli minat secara simultan yaitu 82.5% sedangkan selisihnya 17.5% yaitu menggambarkan adanya variabel lain yang menyebabkan minat beli konsumen terhadap motor matik. Dan berdasarkan hasil pengujian secara parsial hanya brand image saja yang memiliki hubungan langsung kepada minat beli secara parsial sebesar 23% sedangkan kualitas produk tidak berpengaruh signifikan kepada minat beli konsumen.

Kata kunci : Kualitas Produk, Brand Image, Minat Beli

ABSTRACT

This research is aimed to find out how much consumers want to buy an automatic motorbike so that it needs to be tested based on several variables, namely product quality variables and brand image, while this research uses qualitative methods where the data obtained through questions distributed to motorcycle users as much as 65 respondent. The results obtained show that there is an influence between product quality, Brand Image to interest in buying simultaneously, which is 82.5% while the difference is 17.5%, which illustrates the existence of other variables that cause consumer buying interest in automatic motors. And based on the results of partial testing only brand image has a direct relationship to buying interest partially by 23% while product quality does not significantly influence consumer buying interest.

Keywords: Product Quality, Brand Image, Interest to Buy