Analysis of Product Quality, Social Media Advertising and Brand Image toward Purchase Decision of Motorcycle

Yoan Ariesta

Abstract: The purpose of this research is to analyze the effect of Product Quality, Social Media Advertising and Brand Image on the purchase decision of Suzuki motorcycles. The research method used a quantitative approach, in which the population in this research was Suzuki motorcycle users in Greater Jakarta. Sample selection was done by a simple random sampling technique so that 100 respondents were determined. The present research is conducted through surveys that include the use of questionnaires. The analytical method used in this research is structural equation model (SEM) with the Smart PLS 3.0. The results of the research show that the Product Quality, Social Media Advertising and Brand Image have a significant relationship toward purchasing decision of Suzuki motorcycle customers in the Greater Jakarta area.

Keywords: Product Quality, Social Media Advertising, Brand Image, Purchase Decision, Partial Least Square and Structural Equation Model SEM