PENGARUH KUALITAS PRODUK, LAYANAN PURNA JUAL DAN KOMUNITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN MOTOR YAMAHA DI PALEMBANG

The research aims to determine whether there is an influence between product quality, after-sales service and brand community on purchasing decisions in the city of Palembang. The data used is primary data and secondary data. The population in this study were men and women who had purchased and ridden a Yamaha motorbike, and participated in the Yamaha motorbike community in Palembang. The number of respondents who filled out this questionnaire was 114 people. The sample collection technique used was purposive sampling. Hypothesis testing is carried out by carrying out a calculated t test. The research results show that product quality and after-sales service variables have a positive and significant effect on the decision to purchase Yamaha motorbikes in the city of Palembang. While the brand community has an positive influence but is not significant on purchasing decisions in Palembang