Pengaruh Desain, Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Mobil Nissan Livina PT Rodamas Makmur Motor di Kota Batam

Abstract

Researchers want to investigate the extent to which design, product quality and branding play a role in improving purchasing decisions. The sampling technique was saturated, with 107 respondents covering the entire population. Data collection techniques through questionnaires and literature study. The analytical method used is multiple regression, which includes: validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, determination test, partial test. The results showed that the design partially had an effect of 4.096 > 1.983 from the t table, which was 0.00 less than 0.05 alpha. While the quality of the product partially affects 0.096 < 1.983 of the t table, 0.360 is greater than alpha 0.05. While the sign has a partial effect of 4.212 > 1.983 from t table, 0.00 is smaller than alpha 0.05. Alpha 0.05. And the significance value of the concurrent test. The results of purchasing decisions and the R2 test showed an effect of 83.8%. The results showed that design, product quality and branding had a significant influence.