Influence of Brand Image, Product Quality, and Price on Yamaha Grand Filano Purchases
Main Article Content
Abstract
The highly competitive market in motorbikes series, leads to fluctuation in sales of Yamaha Grand Filano. This study examines the influence of brand image, product quality, and price on consumer purchasing decisions for the Yamaha Grand Filano motorbike in Bali, especially at Yamaha Bisma Cokro. Using a quantitative approach with 80 respondents from purposive sampling and utilize multiple linear regression analysis, the study finds that brand image, product quality, and price each have a significant positive effect on purchasing decisions. A strong brand image enhances consumer trust and loyalty, high product quality encourages repeat purchases, and competitive pricing increases consumers’ preference for the Yamaha Grand Filano compared to competing products. These findings indicate that focusing on brand image development, maintenance product quality improvement, and appropriate pricing strategies can strengthen consumer confidence and help maintain market share. This study could be a recommendation for the company expansion and sales revenue generation.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Arianty, N., & Andira, A. (2021). Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian. Maneggio: Jurnal Ilmiah Magister Manajemen, 4(1), 39–50. https://doi.org/10.30596/maneggio.v4i1.6766
Astuti, Y., Hamdani, F., & Zulkarnain, M. (2021). Pengaruh Harga, Kualitas Produk Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Rumah Makan Ayam Penyet Cabe Ijo Kota Langsa. Ihtiyath : Jurnal Manajemen Keuangan Syariah, 5(1), 1–14. https://doi.org/10.32505/ihtiyath.v5i1.2573
Bernarto, I., Margaretha P, B., F, Y., Meilani, C. P., Masman, R. R., & Suryawan Nurpatria, I. (2020). The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty. Jurnal Manajemen, 24(3), 412. https://doi.org/10.24912/jm.v24i3.676
Fera, & Pramuditha, C. A. (2021). Pengaruh Kualitas Produk, Harga, Promosi, Citra Merek Terhadap Keputusan Pembelian Handphone Xiaomi Di Kota Palembang. Publikasi Riset Mahasiswa Manajemen, 3(1), 1–13. https://doi.org/10.35957/prmm.v3i1.1611
Gunawan, L., Haryono, S., & Andreani, F. (2021). Social Media Influencer , Brand Awareness , and Purchase. Journal of Management and Entrepreneurship, 23(1), 18–26. https://doi.org/10.9744/jmk.23.1.18
Huda, N. (2020). PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MOTOR SCUTER MATIC YAMAHA DI MAKASSAR. Jurnal Asy-Syarikah: Jurnal Lembaga Keuangan, Ekonomi Dan Bisnis Islam, 2(1), 37–43. https://doi.org/10.47435/asy-syarikah.v2i1.311
Hutasuhut, N. A., Sahputra, N., & Firah, A. (2022). PENGARUH KUALITAS PRODUK DAN KETEPATAN WAKTU TERHADAP KEPUASAN KONSUMEN PADA CV. HARCO NANCY MEDAN. 7(2), 41–53.
Kusuma, S. S., Wijayanto, A., & Listyorini, S. (2022). PENGARUH BRAND IMAGE, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA MEREK UNIQLO (Studi pada Konsumen Uniqlo Dp Mall Semarang). 11(4), 807–813.
Lia Eka, S. (2021). Pengaruh Brand Image, Kualitas Produk, Dan Harga Terhadap Keputusan Pembelian Sepatu Converse Di Surakarta. Excellent. https://doi.org/10.36587/exc.v8i1.911
Marcelina, P. S., Teyseran, Y. J., & Aprillia, C. H. (2023). Pengaruh Brand Image, Kualitas Produk, Dan Harga Terhadap Keputusan Pembelian Produk Fashion Pada Konsumen Indonesia. Jurnal Ilmu Manajemen, Ekonomi Dan Kewirausahaan, 3(2), 252–262.
Mumtaz, A. M., Hiram, T., Jun-Hwa, C., Ramayah, T., Francis, C., & Tat, H. C. (2020). Journal of Applied Structural Equation Modeling SAMPLE SIZE FOR SURVEY RESEARCH: REVIEW AND RECOMMENDATIONS. Journal of Applied Structural Equation Modeling, 4(2), 2590–4221.
Nasutiah, N., Rizal, M., & Permana, N. (2025). The Influence of Capital Structure, Profitability, Liquidity, and Company Size on the Value of Technology Sector Companies Listed on the Indonesia Stock Exchange during 2021-2024. International Journal of Economics and Management Research, 4(3), 735–751. https://doi.org/10.55606/ijemr.v4i3.673
Nurngaeni, A. (2021). Analisis Strategi Pemasaran Dengan Pendekatan Marketing Mix. AmaNu: Jurnal Manajemen Dan Ekonomi, 4(2), 192–202.
Rachmawansyah, R., & Rohman, M. B. S. (2023). Analisis Pengaruh Kualitas Produk, dan Harga Terhadap Keputusan Pembelian Smartphone Iphone di Daerah Karawang. Jurnal Ilmiah Wahana Pendidikan, 9(6), 469–491. https://doi.org/https://doi.org/10.5281/zenodo.7785344
Revicki, D. (2023). Internal Consistency Reliability. In Encyclopedia of Quality of Life and Well-Being Research (pp. 3579–3580). Springer International Publishing. https://doi.org/10.1007/978-3-031-17299-1_1494
Sahari, S. A., & Putri, A. R. (2025). Pengaruh Brand Image dan Promosi terhadap Keputusan Pembelian Smartphone Vivo Di Erafone Parung Ciputat. Jurnal Akademik Ekonomi Dan Manajemen, 2(1), 37. https://doi.org/https://doi.org/10.61722/jaem.v2i1.4166
Saputri, L. E., & Utomo, A. (2021). PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPATU CONVERSE DI SURAKARTA. 8(3), 167–186.
Sari, P. P., & Alie, M. S. (2024). Pengaruh Kualitas Produk, Citra Merek dan Persepsi Harga Terhadap Minat Beli Susu Bear Brand. Jurnal Manajemen Riset Inovasi, 2(1), 78–90. https://doi.org/10.55606/mri.v2i1.2169
Sari, S. R. P., & Yatun, R. F. (2025). Studi Kuantitatif Pengaruh Kualitas Produk, Harga, dan Kualitas Pelayanan terhadap Kepuasan Konsumen Warmindokuy. INVESTASI : Inovasi Jurnal Ekonomi Dan Akuntansi, 3(3), 192–203. https://doi.org/10.59696/investasi.v3i3.152
Setiawan, R., & Surjaatmadja, S. (2021). PENGARUH BRAND IMAGE, KUALITAS PRODUK, PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN HONDA “SCOOPY” DI KOTA TANGERANG. 2, 1070–1079.
Simbolon, N. D., Zebua, Y., & Halim, A. (2022). Pengaruh Brand Image, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Yamaha N-Max Di Kota Rantauprapat. 12(1), 179–188.
Yusuf. (2021). ANALISIS PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPEDA MOTOR BEKAS PADA CV. BAGUS MOTOR DI KUBANG RAYA. 32(3), 167–186.