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All Journal Competence : Journal of Management Studies (Kompetensi : Jurnal Studi Manajemen) Jurnal Pamator : Jurnal Ilmiah Universitas Trunojoyo Madura EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Abdimas BSI: Jurnal Pengabdian Kepada Masyarakat Widya Cipta : Jurnal Sekretari dan Manajemen Perspektif : Jurnal Ekonomi dan Manajemen Universitas Bina Sarana Informatika Cakrawala : Jurnal Humaniora Bina Sarana Informatika Jurnal Studi Manajemen dan Bisnis SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Referensi : Jurnal Ilmu Manajemen dan Akuntansi JURAKUNMAN (JURNAL AKUNTANSI DAN MANAJEMEN) CERMIN: Jurnal Penelitian IJECA (International Journal of Education and Curriculum Application) International Journal of Social and Management Studies (IJOSMAS) JES (Jurnal Ekonomi STIEP) Jurnal Abdimas Ekonomi dan Bisnis Jurnal Manajemen Jurnal Pijar : Studi Manajemen dan Bisnis
Eigis Yani Pramularso
Universitas Bina Sarana Informatika
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : JURAKUNMAN (JURNAL AKUNTANSI DAN MANAJEMEN)

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PENGARUH EKUITAS MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA VARIO 125 Eigis Yani Pramularso
Jurakunman (Jurnal Akuntansi dan Manajemen) Vol 15, No 1 (2022): JURAKUNMAN, VOL. 15 NO. 1, JANUARI 2022
Publisher : Sekolah Tinggi Ilmu Ekonomi Surya Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.48042/jurakunman.v15i1.93

Abstract

The choice of products by buyers can occur because of the existing brand beliefs and the quality of the product. Purchasing decisions that are the target of the company can not be separated from brand equity and product quality so that it needs optimal attention and management by the company. The purpose of this study was to determine the effect of brand equity and product quality on the quality of purchasing a Honda Vario 125 motorcycle. The data collection method was carried out by distributing questionnaires to the user community which finally obtained a number of 40 people as respondents. This study uses multiple regression analysis as the data analysis with processing techniques using the SPSS 25 computer program. The results show that partially and jointly brand equity and product quality have a positive and significant influence on purchasing decisions.Keywords : brand equity; product quality; buying decision..
Co-Authors Aldy Friyatna Dira Dede Mustomi Dedy Shahyuni Faroman Syarief Fitri Rahmiyatun Hana Luthfia Haris Adiki Ida Zuniarti Isnurrini Hidayat Susilowati Isnurrini Hidayat Susilowati Kurniawan Prambudi Utomo Lilis Badriah Lilis Badriah Mic Finanto Ario Bangun Nurhayaty, Ety Nurul Anggraeni Rahayu, Gappuraning Ratnawaty Marginingsih Roy Irawan Sari, Imelda Septiani Latifah Slamet Heri Winarno Sofyan Marwansyah Susan Rachmawati Taat Kuspriyono, Taat Wiji Rahayu