The influence of product quality, promotion, and brand image on customer purchase decision at PT Arista Jaya Lestari – Wuling Arista Adam Malik branch, Medan

Ario, Darin (2022) The influence of product quality, promotion, and brand image on customer purchase decision at PT Arista Jaya Lestari – Wuling Arista Adam Malik branch, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Nowadays the automotive industry is a very interesting industry to be researched as every year the car purchased by people are increasing, however during the pandemic and post pandemic time there are decreasing sales of Wuling brand that emerging as a relatively new brand to enter Indonesian automotive market. The purpose of this research is to find if there is influence of Product Quality, Promotion and Brand Image on Customer Purchase Decision at PT Arista Jaya Lestari – Wuling Arista Adam Malik Branch, Medan. The research conducted is using the quantitative research and the primary data collected by using the questionnaires distributed towards customers. The population of this research are 238 people and by using the Slovin formula in purpose to get the sample total of 70 people who had purchased Wuling car at Wuling Arista Adam Malik. The data later are processed and analyzed using SPSS V.25, and by using the multiple linear regression. The result of the research conducted show that Product Quality has partial influence toward Customer Purchase Decision of Wuling car; Promotion has partial influence toward Customer Purchase Decision of Wuling car; Brand Image has partial influence toward Customer Purchase Decision of Wuling car. Product Quality, Promotion, and Brand Image has simultaneous influence toward Customer Purchase Decision of Wuling car./ Saat ini, industri otomotif merupakan industri yang sangat menarik untuk diteliti karena setiap tahun mobil yang dibeli masyarakat semakin meningkat, namun pada masa pandemi dan pasca pandemi terjadi penurunan penjualan merek Wuling yang muncul sebagai merek yang relatif baru masuk ke otomotif Indonesia. pasar. Tujuan dari penelitian ini adalah untuk mengetahui apakah ada pengaruh Kualitas Produk, Promosi dan Citra Merek terhadap Keputusan Pembelian Pelanggan pada PT Arista Jaya Lestari – Wuling Arista Cabang Adam Malik, Medan. Penelitian yang dilakukan adalah penelitian kuantitatif dan data primer dikumpulkan dengan menggunakan kuesioner yang disebarkan kepada pelanggan. Populasi dalam penelitian ini adalah sebanyak 238 orang dan dengan menggunakan rumus Slovin yang bertujuan untuk mendapatkan sampel sebanyak 70 orang yang pernah membeli mobil Wuling di Wuling Arista Adam Malik. Data tersebut kemudian diolah dan dianalisis menggunakan SPSS V.25, dan dengan menggunakan regresi linier berganda. Hasil penelitian yang dilakukan menunjukkan bahwa Kualitas Produk berpengaruh secara parsial terhadap Keputusan Pembelian Konsumen mobil Wuling; Promosi berpengaruh secara parsial terhadap Keputusan Pembelian Konsumen mobil Wuling; Citra Merek berpengaruh secara parsial terhadap Keputusan Pembelian Konsumen mobil Wuling. Kualitas Produk, Promosi, dan Citra Merek berpengaruh secara simultan terhadap Keputusan Pembelian Konsumen mobil Wuling.

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