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Abstract
This research aims to analyze the influence of product quality, product features and promotion on purchasing decisions for the Daihatsu Gran Max with brand image as a moderating variable. The sample used in this research was 200 respondents. Data was collected using a purposive sampling method and hypothesis testing using Moderated Regression Analysis (MRA). The results of this research show that Product Quality has a significant influence on Purchasing Decisions, Product Features have a significant influence on Purchasing Decisions and Promotion has a significant influence on Purchasing Decisions, Brand Image can moderate the influence of Product Quality, Product Features and Promotion on Purchasing Decisions.
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Citation FormatMuharom, M., Yulia, I. A., & Mulia, A. P. (2024). Pengaruh Kualitas Produk, Fitur Produk dan Promosi Terhadap Keputusan Pembelian Daihatsu Gran Max dengan Brand Image Sebagai Variabel Moderasi. Jurnal EMT KITA, 8(2), 558-569. https://doi.org/10.35870/emt.v8i2.2058
References
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Copyright (c) 2024 Mumuh Muharom, Iis Anisa Yulia, Agus Prana Mulia
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