PENGARUH BRAND TRUST, BRAND IMAGE, & KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA MATIC PADA DRIVER OJEK ONLINE DI SURABAYA, JAWA TIMUR

THE INFLUENCE OF BRAND TRUST, BRAND IMAGE, & PRODUCT QUALITY ON PURCHASING DECISIONS FOR HONDA MATIC MOTORBIKES FOR ONLINE MOTORCYCLE TAXI DRIVERS IN SURABAYA, EAST JAVA.

Tujuan dari penelitian ini adalah untuk menguji bagaimana keputusan pembelian sepeda motor Honda Matic dipengaruhi oleh Brand Trust, Brand Image, dan kualitas produk di kalangan pengemudi ojek online di Surabaya. Metodologi penelitian ini menggunakan pendekatan kuantitatif. 350 pengemudi ojek online di Surabaya yang mengoperasikan sepeda motor Matic Honda menjadi sampel penelitian yang menggunakan kuesioner digunakan untuk mengumpulkan data, dan SPSS 26 digunakan untuk menilai validitas dan reliabel kuesioner. Metode analisis data meliputi uji-t, uji-f, regresi linier, uji asumsi klasik, dan koefisien determinasi (R-Square). Keputusan untuk membeli sepeda motor Matic Honda sebagian dipengaruhi oleh faktor Brand Trust, Brand Image, dan kualitas produk. Selain itu, keputusan untuk membeli sepeda motor Matic Honda secara signifikan dipengaruhi oleh ketiga faktor tersebut secara bersamaan.

Kata Kunci : Brand trust, Brand Image, Kualitas Produk, Keputusan Pembelian

The purpose of this study was to examine how purchasing decisions for Honda Matic motorbikes are influenced by Brand Trust, Brand Image, and product quality among online motorcycle taxi drivers in Surabaya. This research methodology uses a quantitative approach. 350 online motorcycle taxi drivers in Surabaya who operate Honda Matic motorbikes became the research sample using a questionnaire was used to collect data, and SPSS 26 was used to assess the validity and reliability of the questionnaire. Data analysis methods include t-test, f-test, linear regression, classical assumption test, and coefficient of determination (R-Square). The decision to buy a Honda Matic motorcycle is partly influenced by Brand Trust, Brand Image, and product quality factors. In addition, the decision to buy a Honda Matic motorcycle is significantly influenced by these three factors simultaneously.

Keywords: Brand trust, Brand Image, Product Quality, Purchase Decision