Putra, Jehosyua Charisma (2024) Pengaruh Digital Promotion, Lifestyle, Brand Image dan Product Quality terhadap Keputusan Pembelian Sepeda Motor di Kabupaten Malang. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

Preview	Text HALAMAN AWAL.pdf Download (2MB) | Preview
Preview	Text BAB I.pdf Download (437kB) | Preview
	Text BAB II.pdf Restricted to Repository staff only Download (438kB)
	Text BAB III.pdf Restricted to Repository staff only Download (472kB)
	Text BAB IV.pdf Restricted to Repository staff only Download (1MB)
	Text BAB V.pdf Restricted to Repository staff only Download (199kB)
Preview	Text DAFTAR PUSTAKA.pdf Download (303kB) | Preview
Preview	Text HASIL CEK PLAGIASI.pdf Download (685kB) | Preview

Abstract

This study aims to investigate the influence of digital promotion, lifestyle, brand image, and product quality on the purchasing decisions of motorcycles in Malang Regency. The research employs a survey method with a sample of 100 respondents who are motorcycle owners or prospective buyers in Malang Regency. Data is collected through online questionnaires. The intense competition in the motorcycle industry, which is widely discussed across various sectors, highlights the efforts of each motorcycle manufacturer in attracting consumer attention through the technology and facilities they offer.
The analysis results indicate that digital promotion has a significant positive influence on motorcycle purchasing decisions. The more effectively digital promotions are conducted by manufacturers or dealers, the higher the likelihood of consumers purchasing those motorcycles. Furthermore, consumer lifestyle also plays a crucial role in purchasing decisions. Consumers tend to choose motorcycles that align with their lifestyle, both in terms of design and offered features.
Moreover, brand image also has a significant impact on purchasing decisions. Positive consumer perceptions of a particular motorcycle brand can increase the tendency to purchase that product. Additionally, product quality is also an important factor. Consumers tend to select motorcycles with good quality, including durability, performance, and reliability.
Overall, this study concludes that digital promotion, lifestyle, brand image, and product quality collectively influence motorcycle purchasing decisions in Malang Regency. The findings of this research are expected to provide useful insights for motorcycle manufacturers or dealers in designing effective marketing strategies to attract consumer interest and increase sales.

Actions (login required)

View Item