Pengaruh Brand Image dan Persepsi Harga terhadap Keputusan Pembelian Sepeda Motor Yamaha NMAX pada PT SJAM

Selin  Selin; Adriana  Madya Marampa; Lisa  Wibisono

doi:10.55606/jubima.v4i3.4457

Authors

Selin Selin Universitas Kristen Indonesia Toraja
Adriana Madya Marampa Universitas Kristen Indonesia Toraja
Lisa Wibisono Universitas Kristen Indonesia Toraja

DOI:

https://doi.org/10.55606/jubima.v4i3.4457

Keywords:

Brand Image, Motorcycle, Price Perception, Purchase Decision, Yamaha NMAX

Abstract

This study aims to determine the effects of brand image and price quality on the purchase decision for Yamaha Nmax motorcycles in Makale City. The research used a quantitative approach with data collected through questionnaires distributed to Yamaha Nmax consumers in Makale City. The sample consisted of 94 respondents selected using purposive sampling. Data analysis included validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, and F-tests using SPSS. The results show that brand image has a positive and significant effect on purchase decisions, with a regression coefficient of 0.391 and a significance value of 0.011. Price quality also has a positive and significant effect on purchase decisions, with a regression coefficient of 0.990 and a significance value of 0.000. Simultaneously, brand image and price quality significantly influence the purchase decision for Yamaha Nmax motorcycles in Makale City, with an F-value of 82.879 and a significance level of 0.000. Price quality is the most dominant variable affecting the purchase decision.

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