Analisis Pengaruh Harga, Brand Image dan Kualitas Pelayanan Terhadap Keputusan Pembelian (Suku Cadang Pasca Penjualan Mobil Isuzu) Pada PT. Rahardja Ekalancar

Abstract

Abstract

With the growing number of transportation, this indicates that the more consumers who make the purchasing process in the showroom. The rise of showroom competition was marked by the increasing number of showrooms in a few locations that even adjacent to each other, and consumers will be faced with many considerations to make purchasing decisions. Research methodology is to survey consumers directly to the PT. Rahardja Ekalancar through the dissemination of questionnaires and to conduct simple and multiple regression analysis to determine how the effect of the price of brand image and quality of service to the purchasing decision by consumers PT. Rahardja Ekalancar. Results showed that consumers' overall assessment of price, brand image and quality of service PT. Rahardja Ekalancar is good. Price, brand image and service quality also has significant influence over purchasing decisions and can also note that the brand image of providing greater leverage to the purchasing decision than price and quality of service that has been given to the consumer.

Keywords: Price, Brand Image, Service Quality