Analisis Pengaruh Persepsi Kualitas Produk, Citra Merek dan Dukungan Layanan Purna Jual terhadap Keputusan Konsumen dalam Membeli Skuter Matik Merek Honda di Kota Semarang

Abstract

Several studies have shown that the product and innovation (technology) in the introduction (adoption) will be judged by consumers. Items will be accepted by consumers when they have met the quality, ease of operation and value of the product (technology) to consumers. But whether or not this is the element that determines acceptance of a viable technology for further examination, especially given the automatic scooter has become a phenomenon in the science of marketing, especially consumer purchasing behavior. Therefore, the issue of the proposed research is to determine the factors that cause a consumer brand scooters dominant purchasing decisions automatically. Further research variables and indicators are also based on previous research. A model has been developed and three hypotheses have been formulated to address the research problem. The sampling technique was accidental sampling method. Respondents of the study were 100 respondents, the respondents are of Semarang Consumers using Honda automatic scooter. Data analysis is a tool used Structural Equation Modeling (SEM) in AMOS 18.0 program. The results of this study indicate the model data analysis and results were well received. And subsequent studies have confirmed the positive effect of product quality affect the purchasing decisions, received significant consumer automatic scooter (H1). Positive effect on the brand image of the Purchasing Decisions, received significant consumer automatic scooter (H2). After-sales service support for a positive effect on the purchasing decisions, received significant consumer automatic scooter (H3). Managerial Implications showing dominant support direct sales service in making purchasing decisions.

Keywords : perception of product quality, brand image, after sales support, purchasing decisions