CD Skripsi

Pengaruh Brand Image Terhadap Keputusan Pembelian Pada Produk Sepeda Motor Merek Honda Di Pekanbaru

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This study measure the influence of variables of brand image on purchase decisions of Honda motorcycle brand in Pekanbaru either simultaneously or partially, and determine which one of the variables have a dominant influence. The variables in question is corporation image, user image and product image.
Samples of this study were those who decide to bought Honda motorcycle, with a number of respondents as many as 100 people and sampling techniques using accidental sampling. Data were collected through interview and quetionnaire method to the Honda motorcycle buyers. The analysis was carried out multiple regression analysis, cefficient of correlation, T test and F test.
The data obtained the following results, simultaneously, all variables of brand image had an influence on purchase decisions. Partially, only user image and product image that had an influence on purchase decisions, while corporation image had no influence on purchase decisions. Due to the tests, the variable that have a dominant influence on purchasing decision was user image. According to a coeficient of correlation test that 35,40% of purchase decisionas can be explained by the variabel brand image. While 64,60% can be explained by other cause had not been examined in this study.
Keywords: Brand Image, Corporation Image, User Image, Product Image Purchase Decisions

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

02 02.114 (0311)

Penerbit

Pekanbaru : Universitas Riau - FEKON – Manajemen., 2014

Deskripsi Fisik

ix, 91 hlm.;ill.; 29 cm

Bahasa

ISBN/ISSN

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Klasifikasi

02 02.114 (0311)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

Dewa

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