PENGARUH KUALITAS PRODUK, INOVASI DESAIN PRODUK DAN KEAHLIAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA MIO

Abstract

This study has the objective to analyze the influence of product quality, product design innovation and expertise celebrity endorser on purchasing decisions and also to analyze which variables are the most dominant influence on costumer purchasing decision on products motorbike Yamaha Mio. This study qualify the validity, reliability, and escape from normality test and free from multicollinearity and heteroscedasticity. Of the linear regression equation variable product quality, product design innovation and expertise celebrity endorser significantly influence the purchasing decision partially or simultaneously. Quality products most dominant influence on purchasing decisions.

Keyword : Product Quality, Product Design Innovation, Expertise Celebrity Endorser, Purchase Decision