PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP VOLUME PENJUALANPADA PT. ASTRA INTERNATIONAL,Tbk

Stim Sukma

No su5ht, INA-Rxiv from Center for Open Science

Abstract: The purpose of this study is to determine whether there is influence of brand image and product quality on sales volume at PT. Astra International Tbk- Isuzu Medan Branch. Sample This study was 129 customers who came to perform periodic maintenance from May to June 2017, sampling using random sampling that is all get the same opportunity on every member of the population to be sampled. Data analysis using multiple linear regression test with model determination (classic assumption test), hypothesis test using coefficient determination test, partial test (t test) and simultaneous test (F test), while data processing using SPSS 20, Coefficient of determination of variable of brand image and product quality able to explain its existence to sales volume variable, beside that partially brand image has no effect and not significant to sales volume while product quality have positive and significant effect to sales volume. Simultaneously the brand image and product quality are positive and insignificant to sales volume.

Date: 2018-05-19
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Persistent link: https://EconPapers.repec.org/RePEc:osf:inarxi:su5ht

DOI: 10.31219/osf.io/su5ht

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