The Influence of Product Quality,
Brand Image, and Lifestyle on The Purchase Decision of Yamaha NMAX Motorcycles
at Yamaha Mega Utama Motor Depok Dealers
Mufida Alfian
Prasetya1,
Resti Hardini2, Kumba Digdowiseiso3
Faculty of Economics and Business, Universitas Nasional, Indonesia1,2,3
Email: [email protected]1, [email protected]2,
[email protected]3
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ABSTRACT |
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Product Quality,
Brand Image, Lifestyle, Purchase Decision. |
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The study investigates the influence of product quality, brand image,
and lifestyle on the purchase decision of Yamaha Nmax
motorcycles using primary data collected from a sample of one hundred users.
Employing multiple linear regression and the SPSS program for analysis, the
findings reveal positive effects between product quality (X1) and purchase
decision (0.157), brand image (X2) and purchase decision (0.174), and
lifestyle (X3) and purchase decision (0.609). The simultaneous impact of
these variables is significant, with lifestyle demonstrating the most
substantial effect (0.000). While these results offer valuable insights for
Yamaha, future research could explore additional factors, and it's essential
to consider potential limitations, such as respondent biases. The findings
underscore the importance of enhancing product quality to positively
influence purchase decisions and suggest avenues for further research and
strategic development. |
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INTRODUCTION
Today, the development of the automotive
industry in Indonesia is increasing, marked by a higher level of competition
between companies in the automotive sector. One of them is the motorcycle
industry which is experiencing significant growth
Currently, there are two largest motorcycle manufacturers,
Honda and Yamaha. In addition, several motorcycle manufacturers control their
respective market shares. The following is sales and market share data from
AISI (Indonesian Motorcycle Industry Association) data from 2017 to 2018.
Based on the
results of the study, Yamaha ranked second in motorcycle sales from 2017 to
2018. Yamaha motorcycle sales from 2017 to 2018 increased by 106,877 units, but
the market share fell by 0.1%. Yamaha motorcycle sales have not been able to
beat the dominance of Honda motorcycle sales with a market share gain in 2018
of 74.6%, up by 0.09% from 2017. Honda motorcycle sales from 2017 to 2018
increased by 373,314 units. Yamaha must work harder to be able to beat Honda's
dominance in seizing motorcycle market share.
One of the
motorcycles from the Yamaha Indonesia Motor Manufacturing (YMM) company that can
compete with Honda in the Maxi Scooter class is the Yamaha Nmax motorcycle.
Yamaha Nmax motorcycles were launched in early 2015, since its launch Yamaha
Nmax motorcycles are working hard to dominate market share in Indonesia. It can
be said that Yamaha Nmax motorcycles are able to compete with its closest
competitors in the Maxi Scooter 150cc class, namely Honda PCX.
Based on the
results of research sales of Yamaha Nmax motorcycles
dominate compared to its competitors, namely Honda PCX in the Maxi Scooter
150cc class, but sales of Yamaha Nmax motorcycles
fluctuate. Sales of Yamaha Nmax motorcycles in
January to March increased, but sales of Yamaha Nmax
motorcycles in April to June experienced a significant decline. The highest
sales of Yamaha Nmax motorcycles were achieved in
March at 40,965 units, while the lowest sales occurred in June at 24,875 units.
The decline in sales of Yamaha Nmax motorcycles is a
phenomenon that indicates a problem, this can also illustrate the level of
purchasing decisions for Yamaha Nmax motorcycles that
have fluctuated. The fluctuating purchase decisions of Yamaha Nmax motorcycles can be influenced by product quality,
brand image, and lifestyle
Kotler and
Armstrong
Based on the background exposure
above, the researcher was interested in examining the thesis entitled "The
Influence of Product Quality, Brand Image and Lifestyle on Yamaha Nmax Motorcycle Purchase Decisions at Yamaha Mega Utama
Motor Depok Dealers".
METHODS
Population
and Sample
According to Sugiyono (2018: 80) suggests that population is
a generalized area consisting of objects or subjects that have certain
qualities and characteristics determined by researchers to be studied and then
drawn conclusions. The population in this study is consumers who have purchased
Yamaha Nmax motorcycles at Yamaha Mega Utama Motor Depok dealers in 2015 to
2018 amounting to 857 people. According to Sugiyono (2018: 81) Samples are part
of the number and characteristics possessed by the population. In this study, researchers used
a purposive sampling approach, according to Sugiyono
The reason for
selecting samples using purposive sampling is because not all samples have
criteria according to what the author has determined. The criteria used as
samples in this study are as follows:
1) Consumers
have used or owned a Yamaha Nmax motorcycle for at
least 1 year.
2) Consumers
experience the purchase decision process of Yamaha Nmax
motorcycles (not from raffles or prizes).
To determine the
number of samples used through the calculation of the Slovin
Formula, in determining the sample size of a known population of 857 people.
With a tolerance limit of 10% as follows:
Information:
n = Sample Size
N = Population Size
e = Fault Tolerance Limit (error)
so:
Based on the slovin formula, the number of samples is obtained as many
as 100 samples.
RESULTS
Test
Instruments
Validity Test
The validity test aims to find out
whether there are statements on the questionnaire that should be discarded or
replaced because they are considered irrelevant. The validity test is
calculated by comparing the value of r calculate (corrected item-total
correlation) with r table, if r calculates > rtabel
(at a significant rate of 0.05) then the statement is declared valid. This
study was tested using n = 100 then the rtable was 0.1966.
Reliability Test
Reliability Test
is used to determine whether the measuring instrument will get a precise,
consistent, measurement if the measurement is repeated again. The following
test results for the level of reliability were carried out significance tests
by comparing Cronbach's Alpha value with a value of 0.6. If Cronbach r alpha (for
each statement item) > 0.6, then the statement item is said to be reliable.
Inferential Analysis
Table 1. Multiple Linear Test
Results
|
Model |
Unstandardized |
Standardized |
t |
Sig. |
|
|
B |
Std. Error |
Beta |
|||
|
(Constant) |
1.432 |
1.361 |
|
1.053 |
.295 |
|
Kualitas Produk |
.073 |
.032 |
.157 |
2.254 |
.026 |
|
Citra Merek |
.169 |
0.76 |
.174 |
2.231 |
.028 |
|
Gaya Hidup |
.541 |
.069 |
.609 |
7.853 |
.000 |
Source: SPSS 22, processed 2020
Based on the results of
multiple linear regression analysis in the table above, the multiple linear
regression model equation is obtained as follows:
Y = b1x1 + b2x2 + b3x3
KP = 0.157 KLP + 0.174 CM + 0.609 GH
Information:
KP = Purchase Decision
KL.
P = Product Quality
CM = Brand Image
GH = Lifestyle
Multiple linear
regression is used to explain that the influence of Product Quality, Brand
Image and Lifestyle on Purchasing Decisions. The multiple linear regression
equation above, it can be explained that:
a)
The Product Quality regression coefficient has a
positive effect of 0.157, meaning that if the product quality variable is
increased by 1%, then purchasing decisions will also increase by 0.157. Ceteris
paribus.
b)
The Brand Image regression coefficient has a
positive effect of 0.174, meaning that if the brand image variable is increased
by 1%, then purchasing decisions will also increase by 0.174. Ceteris paribus.
c)
The Lifestyle regression coefficient has a positive
effect of 0.609, meaning that if the lifestyle variable is increased by 1%,
then purchasing decisions will also increase by 0.609. Ceteris paribus.
Based on the three
independent variables, namely product quality, brand image, and lifestyle, have
a positive and significant influence on the purchase decision of Yamaha Nmax motorcycles. Thus, if the variables of product
quality, brand image, and lifestyle are improved, the variables of purchasing
decisions will increase.
Classic
Asusmtion Test
Normality Test Results
Table
2. One-Sample Kolmogorov-Smirnov Test
|
|
|
Unstandardized Residual |
|
N |
|
100 |
|
Normal Parameters |
Mean |
.0000000 |
|
|
Std. Deviation |
.85119296 |
|
|
Absolute |
.064 |
|
|
Positive |
.064 |
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Negative |
-.061 |
|
Test Statistic |
|
064 |
|
Asymp. Sig. (2-tailed) |
|
.200 |
Source: SPSS 22, processed 2020
Based on the table
it can be seen that in the column Asymp. Sig.
(2-tailed) for 2-sided test is 0.200. The results of the Kolmogrov-Smirnov
One Sample can be known for the above data is 0.200 > 0.05 so it can be
stated that the data on product quality, brand image, lifestyle and purchasing
decisions are distributed normally.
Autocorrelation Test Results
Table
3. Model Summary
|
Model |
R |
R
Square |
Adjusted
R Square |
Std.
Ettor of The Estimate |
Durbin-Watson |
|
1 |
.736 |
.542 |
.528 |
.864 |
2.225 |
Source: SPSS 22, processed 2020
Based on Durbin
Watson's table, it is known that the DW value is 2.225, then this value will be
compared with the DW table value by a significant 5%. The number of samples is
100 and the number of independent variables is 3, so a DU of 1,736 is obtained.
The DW value of 2.225 is greater than the upper limit (DU), which is 1.736, and
less than (4-DU) = 4-1.736 = 2.264. So the results
were obtained, namely: (1,736 < 2,225 < 2,264), then based on this
explanation, there is no autocorrelation in the linear regression model of this
study.
Heteroskedasticity Test Results
Table
4. Heteroskedasticity
|
Model |
Unstandardized |
Standardized |
t |
Sig. |
|
|
B |
Std. Error |
Beta |
|||
|
(Constant) |
1.696 |
.833 |
|
2.035 |
.045 |
|
Kualitas Produk |
.004 |
.020 |
-.023 |
-.226 |
.822 |
|
Citra Merek |
.038 |
.046 |
-.093 |
-.821 |
.414 |
|
Gaya Hidup |
.030 |
.042 |
-.081 |
-.711 |
.479 |
Source: SPSS 22, processed 2020
From
the output results above, it can be seen that the significant value of each
independent variable, both product quality, brand image and lifestyle is greater than α=0.05, meaning that there is no single
independent variable that affects the dependent variable so that it can be
concluded that the regression model does not contain heteroscedasticity and
research can be continued.
Multicollinearity Test Results
Table
5. Multicollinearity Test
|
Model |
Unstandardized |
Standardized |
t |
Sig. |
Collinearity Statistics |
||
|
B |
Std. Error |
Beta |
Tolerance |
VIF |
|||
|
(Constant) |
1.432 |
1.361 |
|
1.053 |
.295 |
|
|
|
Kualitas Produk |
.073 |
.032 |
.157 |
2.254 |
.026 |
.985 |
1.016 |
|
Citra Merek |
.169 |
.076 |
.174 |
2.231 |
.028 |
.784 |
1.275 |
|
Gaya Hidup |
.541 |
.069 |
.609 |
7.853 |
.000 |
.792 |
1.262 |
Source:
SPSS 22, processed 2020
Based on the coefficients table above, it is known that each
variable of product quality, brand image and lifestyle have a tolerance value
of > 0.1. It is known that the VIF calculated from the product quality table
(X 1) is 1,016, the brand image variable (X 2) is 1,275, and lifestyle (X3) is
1,262 these values show smaller than the value of VIF < 10 so that it can be
concluded that the regression equation model does not exist Multicollinearity
between independent variables in this regression model.
Model Due Diligence
F Test Results
Table 6. F Test Results
|
Model |
Sum of Squares |
Df |
Mean Square |
F |
Sig. |
|
Regression |
85.032 |
3 |
28.344 |
37.935 |
.000 |
|
Residual |
71.728 |
96 |
.747 |
|
|
|
Total |
156.760 |
99 |
|
|
|
Source: SPSS 22, processed 2020
Based on the ANOVA
table of F test results, it can be explained that the F value is calculated
> Ftable or 37.935
> 2.70 and a significant value of 0.000 < 0.05, then this calculation
illustrates that the independent variable in this study is considered able to
explain variations in changes inbound variables so that the regression model
developed in this research model can meet the feasibility requirements.
Coefficient of Determination Test Results
Table
7. Coefficient of determination
|
Model |
R |
R
Square |
Adjusted
R Square |
Std.
Ettor of The Estimate |
|
1 |
.736 |
.542 |
.528 |
.864 |
Source: SPSS 22, processed 2020
Based on table 7, the value of the
correlation coefficient (R) is 0.736 and R 2 (R square) is 0.542 or
54.2%. The value of the coefficient of determination (R 2) of 54.2%
means that product quality, brand image and lifestyle variables can explain
54.2% of the related variables of the purchase decision. In comparison, 45.8%
is explained by other variables that are not included in this study.
Table 8. Test Results t
|
Model |
Unstandardized |
Standardized |
t |
Sig. |
|
|
B |
Std. Error |
Beta |
|||
|
(Constant) |
1.432 |
1.361 |
|
1.053 |
.295 |
|
Kualitas Produk |
.073 |
.032 |
.157 |
2.254 |
.026 |
|
Citra Merek |
.169 |
.076 |
.174 |
2.231 |
.028 |
|
Gaya Hidup |
.541 |
.069 |
.609 |
7.853 |
.000 |
Source: SPSS 22,
processed 2020
According to the
findings presented in Table 8, the impact of product quality variables on
purchasing decisions is evident through the calculated value exceeding the
table value, with 2.254 being greater than 1.984. Additionally, the
significance value falls below the error rate (alpha) of 0.026, which is less
than 0.05. This indicates a positive and significant influence of product
quality on the purchase decision of Yamaha Nmax
motorcycles, thereby substantiating the confirmation of the H1 hypothesis. Similarly,
the examination of brand image variables, as per Table 8, reveals a calculated
value surpassing the table value (2.231 > 1.984), with a significance value
below the error rate (alpha) of 0.028 < 0.05. This signifies a positive and
significant impact of brand image on the purchase decision of Yamaha Nmax motorcycles, affirming the validation of the H2
hypothesis. Furthermore, the analysis of lifestyle variables, based on Table 8,
shows a calculated t value exceeding the table t value (7.853 > 1.984), with
a significance value below the error rate (alpha) of 0.000 < 0.05.
Consequently, it is elucidated that lifestyle has a positive and significant
effect on the purchase decision of Yamaha Nmax
motorcycles, providing empirical support for confirming the H3 hypothesis.
Discussion
The Effect of Product
Quality on Purchasing Decisions
Based on the results of multiple linear regression
tests, the product quality variable has a positive effect of 0.157 on
purchasing decisions. If product quality is improved by 1%, then purchasing
decisions will increase by 0.157, assuming other independent variables remain.
The t-test results show a significant value of 0.026 < 0.05, meaning that
product quality positively and significantly affects purchasing decisions. This
shows that if the quality of Yamaha Nmax motorcycle products is in accordance
with the standards and the quality promised, it will increase the purchase
decision of Yamaha Nmax
motorcycles; this is because the quality of products that are in accordance
with the promised quality will make new customers attracted to buy Yamaha Nmax
motorcycles.
According to Kotler and Armstrong
The results of this
study are in line with research conducted by Syaleh
The Influence of Brand
Image on Purchasing Decisions
Based on the results of multiple linear regression tests, the brand
image variable has a positive effect of 0.174 on purchasing decisions. If the
brand image is increased by 1%, then the purchase decision will increase by
0.174, assuming other independent variables remain. The t-test results show a
significant value of 0.028 < 0.05, meaning that brand image positively and
significantly affects purchasing decisions. This is because consumers view
Yamaha Nmax motorcycle products as one that can be relied on, both seen from
the model and attractive type, so it is easy for consumers to remember. This
indicates that if the brand image of Yamaha Nmax motorcycles is improved, the
purchase decision of Yamaha Nmax motorcycles will increase.
Kotler and Keller
The
results of the study are in line with research conducted by Wangean and Mandey
The Influence of
Lifestyle on Purchasing Decisions
Based on the results of multiple linear regression tests, lifestyle
variables have a positive effect of 0.609 on purchasing decisions, meaning that
if the lifestyle is increased by 1%, then purchasing decisions will increase by
0.609, assuming other independent variables remain the results of the t-test
show that significant values of 0.000 < 0.05 which means that lifestyle has
a positive and significant effect on purchasing decisions. This can be seen
from how consumers carry out daily activities, fill their spare time, and spend
their money and time using Yamaha Nmax motorcycles. This shows that if the
higher the lifestyle or trend of using Yamaha Nmax motorcycles, the higher the
decision to buy Yamaha Nmax motorcycles.
According to Kotler and Keller
The results of this
study are in line with research conducted by Putri
and Permatasari
CONCLUSION
Based on the results of research on
the influence of product quality, brand image, and lifestyle on purchasing
decisions, the following conclusions can be drawn: First, Product Quality has a
positive and significant influence on the Purchase Decision of Yamaha Nmax motorcycles at Yamaha Mega Utama Motor Depok dealers.
This means that if the product quality is improved, the purchase decision for
Yamaha Nmax motorcycles will increase. Second, Brand
Image positively and significantly influences the Purchase Decision of Yamaha Nmax motorcycles at Yamaha Mega Utama Motor Depok dealers.
In other words, if the brand image is enhanced, the purchase decision for
Yamaha Nmax motorcycles will increase. Third,
Lifestyle positively and significantly influences the Purchase Decision of
Yamaha Nmax motorcycles at Yamaha Mega Utama Motor
Depok dealers. This implies that if the lifestyle is improved, the decision to
buy a Yamaha Nmax motorcycle will increase. This
research provides valuable insights for Yamaha Mega Utama Motor Depok in
enhancing the sales of Yamaha Nmax motorcycles by
focusing on improving product quality, brand image, and consumer lifestyle.
This
article is a part of joint research and publication between Faculty of
Economics and Business, National University, Jakarta and Faculty of Business,
Economics, and Social Development, Universiti
Malaysia Terengganu.
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Copyright holder: Mufida Alfian Prasetya,
Resti Hardini, Kumba Digdowiseiso (2024) |
|
First publication rights: International Journal of
Social Service and Research (IJSSR) |
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This article is licensed under:
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