PENGARUH KUALITAS PRODUK, KUALITAS LAYANAN DAN CITRA MEREK TERHADAP NIAT PEMBELIAN ULANG
Abstrak
Fluctuations in motorcycle sales at Denpasar Astra Motor Center Dealers make Honda have to work harder to increase the number of sales of its products. With the intention of repurchasing is expected to increase the number of sales of its products. The purpose of this study was to determine the effect of product quality, service quality and brand image on repurchase intentions at the Astra Motor Center Denpasar Dealer. This research was conducted at the Astra Motor Center Denpasar Dealer, with 126 respondents. The sample was taken using purposive sampling. The analysis technique used is multiple regression analysis with Statitical Package of Social Science (SPSS) 17.0. The results showed of product quality, service quality and brand image has a positive and significant effect on the intention to repurchase Honda motorcycles in Denpasar.
Keywords: repurchase intention; product quality; service quality and brand image