Pengaruh Kualitas Produk dan Citra Merek terhadap Minat Beli Sepeda Motor Yamaha Gear Ultima di Kota Depok

Abstract

This study is motivated by the increasing competition in Indonesia’s motorcycle industry and the surge in the number of motor vehicles in Depok City. These conditions encourage automotive companies to continuously improve product quality and strengthen brand image in order to attract consumer purchase intention. This study aims to determine the influence of product quality and brand image on the purchase intention of Yamaha Gear Ultima motorcycles in Depok City. The research employed a quantitative statistical approach with data collection techniques through questionnaires distributed to respondents who are interested in two-wheeled vehicles and familiar with Yamaha Gear Ultima products. Data analysis was conducted using multiple linear regression assisted by SPSS software. The results indicate that product quality has a positive and significant effect on purchase intention, whereas brand image has no significant effect on consumer purchase intention. The coefficient of determination test indicates that the combined contribution of product quality and brand image in influencing purchase intention remains limited, while the vast majority of the remaining variance is influenced by other factors outside this research model.