PERAN BRAND IMAGE, KUALITAS PRODUK DAN KUALITAS JASA TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus di PT. Kawasaki Motor Indonesia)
2020
The main objective of this study was to determine determine the role of brand
image, product quality, and service quality on purchasing decisions of PT.
Kawasaki Motor Indonesia by using quantitative-descriptive approach. Data were
collected from 180 respondents who were consumers of PT. Kawasaki Motor
Indonesia. Data analysis in this study use alternative methods of structural
equation modeling (SEM) which is partial least square (PLS). The first phase of
the current study is to validate each variable’s question as well as it’s
reliabilities. The second phase is to test the relationships among the effect brand
image, product quality, and service quality towards purchasing decisions. The
outcomes of this present study have shown that the brand image and product
quality have positive and significant effects while service quality although has
positive effect, however, it was not significant enough.
Keywords: Brand Image, Product Quality, Quality of Services, Purhasing
Decisions
Tujuan utama dari penelitian ini adalah untuk mengetahui peran brand image,
kualitas produk, dan layanan jasa terhadap keputusan pembelian di PT. Kawasaki
Motor Indonesia dengan menggunakan pendekatan deskriptif kuantitatif. Data
dalam penelitian diperoleh dari 180 responden yang merupakan konsumen PT.
Kawasaki Motor Indonesia. Analisis data dalam penelitian ini menggunakan
metode alternatif dari structural equation modeling (SEM) yaitu partial least
square (PLS). Tahap pertama dalam penelitian ini untuk menguji validitas
pertanyaan setiap variabel berikut dengan reliabilitasnya. Tahap kedua menguji
hubungan antara brand image, kualitas produk, dan layanan jasa terhadap
keputusan pembelian. Hasil dari penelitian ini menyatakan bahwa variabel brand
image dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan
pembelian sementara variabel layanan jasa berpengaruh positif namun tidak
cukup signifikan.
Kata Kunci: Brand image, Kualitas Produk, Kualitas Jasa, Keputusan Pembelian
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