ANALYSIS OF THE INFLUENCE OF PRODUCT QUALITY, PRICE, AND ADVERTISING ATTRACTION ON INTENTION TO BUY YAMAHA MOTORCYCLES
Keywords:
Product quality, Price, Advertising appeal, Willingness to buyAbstract
The increasingly fiarce competition that exist today in demand to offer a quality product and are able to have greater value, thus differs from competitive products product quality is becoming ane of the considerations of consumers before buying a product. Aside from the quality of products, the effect of the price of a productof products, the effect of the price of a productof products, the effect of the price of a product is also very important. If the price is low, increasing demand for the products offered and if the price of the product the higher the demend for products is getting low. In addition to offering quality products and pricing, the company’s ability to communicate product to consumers through promotional activities through advertising. This study aims to determine the effect product quality, price and attractiveness ad on purchase decisions on the Dealer Yamaha PT Alfa Scorpii Rantau Prapat. The data used in this study are primary data obtained through the questionnaire distributed to consumers who make purchases Yamaha motorcycle at Dealer Yamaha PT Alfa Scorpii Rantau Prapat. The analytical method used is multiple linear regression analysis the analysis showed that the quality of the product, price and attractiveness of advertising simultaneously and partially influence on purchase decisions Yamaha motorcycle.
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