Pengaruh Kualitas Produk dan Daya tarik iklan Terhadap Keputusan Pembelian Mobil Honda Jazz (Studi pada pengguna mobil Honda Jazz di Surabaya)

DITHO CHRIS HERDYAN

Abstract


ompetition in the automotive industry every year, growing rapidly. Automotive industry competition requires the
company to always innovate and campaign its products through promotion. The rapid development of the
automotive world has led to increasingly tight competition. Honda as one of the largest industry players in the
world, is required to always develop its products. The purpose of this study is to determine the effect of product
quality and the attractiveness of advertising on the purchase decision of Honda Jazz. Respodents in this study aged
25-50 years who owns and is involved in purchasing decisions of Honda Jazz Car. The method used in this analysis
is using multiple linear regression analysis method, with the number of samples as much as 220. Technique of
collecting data used research obtained through questionnaire. The results showed that there is a significant
influence between the relationship of product quality and the attractiveness of advertising to the purchase decision.
Keywords: product quality, ad appeal, buying decision



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