PENGARUH BRAND IMAGE DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA KREDIT SEPEDA MOTOR BCA FINANCE CABANG KEDOYA JAKARTA BARAT
DOI:
https://doi.org/10.58174/mbd6fb23Keywords:
Brand Image; Kualitas Pelayanan; Keputusan Pembelian, Brand Image; Service Quality; Purchasing DecisionsAbstract
The purpose of this study is to determine the effect of brand image and service quality on purchasing decisions at BCA Finance Motorcycle Credit, Kedoya Branch, West Jakarta. The method used is quantitative. The sampling technique uses the Slovin formula and obtained a sample of 91 respondents. Data analysis uses validity tests, reliability tests, classical assumption tests, regression analysis, correlation coefficients, determination coefficients and hypothesis tests. The population in this study were consumers at BCA Finance Motorcycle Credit, Kedoya Branch, West Jakarta and the number of saturated samples was 91 respondents. Data collection methods were through questionnaires with a Likert scale, observation, and literature studies. The results of this study indicate that brand image significantly influences purchasing decisions, with the hypothesis test showing tcount > ttable or (3.638 > 1.987) and supported by a sig. 0.000 < 0.05. Service quality significantly influences purchasing decisions, with the hypothesis test showing tcount > ttable or (2.044 > 1.987) and supported by a sig. 0.044 < 0.05. Brand image and service quality simultaneously significantly influence purchasing decisions, with the regression equation Y = -1.957 + 0.820X1 + 0.192X2, a coefficient of determination of 14.3%, while the remaining 85.7% is influenced by other factors. The hypothesis test shows Fcount > Ftable or (7.315 > 3.100) and supported by a sig. 0.001 < 0.05.
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