PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA MOTOR YAMAHA FAZZIO

Yamaha Fazzio is one of Yamaha's products in the motorcycle classmates which uses two power sources that automatically synergize between the engine and electricity. Yamaha Fazzio carriesBlue Core Hybrid – Connected engine capacity of 125 cc which is claimed as a motorbike that has advanced technology and is fuel efficient. The research aims to determine the effect of product quality, brand image and price partially and simultaneously on purchasing decisions on Yamaha Fazzio Motorcycles, and to find out the variables that most influence purchasing decisions. Respondents in this study were 125 consumers who used Yamaha Fazzio motorcycles in Malang City. The sampling technique in this study uses purposive sampling. The analysis technique used is multiple linear regression analysis. The results of the analysis show that the variables of product quality, brand image and price partially and simultaneously influence the purchasing decision on Yamaha Fazzio Motorcycles. The brand image variable is the variable that has the dominant influence on purchasing decisions for Yamaha Fazzio Motorcycles