PENGARUH CITRA MEREK, KUALITAS PRODUK DAN KEPERCAYAAN MEREK TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Konsumen Motor Vario 160 eSAF di Kota Malang)

The purpose of this study was to analyze the effect of brand image, product quality, and brand trust on survey purchasing decisions on consumers of Vario 160 eSAF motorbikes. The method in this study uses a quantitative method using a questionnaire distributed to 100 respondents who are consumers of Vario 160 eSAF motorbikes. The data obtained will then be analyzed using multiple linear regression to determine the effect of the independent variable on the dependent variable. Based on the results in this study, brand image has a positive and significant effect on purchasing decisions for Vario 160 eSAF motorbikes, product quality has a positive and significant effect on purchasing decisions for Vario 160 eSAF motorbikes, brand trust has a positive and significant effect on purchasing decisions for Vario 160 eSAF motorbikes and brand trust is the dominant variable on purchasing decisions for Vario 160 eSAF motorbikes, so it can be said that purchasing decisions are more influenced by brand trust.