Pengaruh Kualitas Produk dan Citra Merek Terhadap Minat beli Honda CBR 250RR (Studi pada Pengunjung Dealer Honda Delta Sidoarjo)

Abstract

There is an increasing demand for motor vehicle market in Indonesia. This causes many manufacturers to
enter into the market, so the competition in the market getting tighter. Companies are required to prepare
appropriate strategies in marketing their products. The purpose of this study is to analyze and discuss the
influence of product quality and brand image on buying interest of motorcycle Honda CBR 250 RR. This
study is a conclusive study and using non probability sampling technique. The sampling technique used
was judgmental sampling with a total of 220 respondents. Technique of collecting data using
dissemination of Questionnaire. Writer using Likert scale for measurement in this study. Statistical
analysis used is multiple linear regression analysis with spss for windows 23. The results show that there
is significant influence between product quality and brand image on buying interest, with significant
value for product quality 0.000 and for brand image 0,000.
Keywords: Product Quality, Brand Image, Buying Interest.