Pengaruh Kepercayaan Merek, Kualitas Produk, Desain Produk Dan Diferensiasi Produk Terhadap Keputusan Pembelian (Studi Kasus Pada Konsumen Mobil Merek Honda di Kota Malang)

Abstract

Abstract

This research aims to determine and analyze the influence of brand trust, product quality, product design and product differentiation on purchasing decisions for Honda brand cars in Malang City. This research uses an explanatory research method with a quantitative approach. The sampling technique used incidental sampling technique which was carried out in Malang City using the Malhotra formula, namely the number of indicators multiplied by 5 to obtain a sample of 115 respondents. The data collection technique uses an online questionnaire. Data analysis methods use validity tests, reliability tests, multicollinearity tests, heteroscedasticity tests, multiple linear regression analysis with SPSS analysis tools. Testing uses the F test for simultaneous testing and the t test for partial testing. The results of this research show that brand trust, product quality, product design and product differentiation have a positive and significant effect on purchasing decisions and a coefficient of determination (Adjusted R²) value of 0.500 or 50%.

Keywords: Brand Trust, Product Quality, Product Design, Product Differentiation, Purchasing Decisions