Pengaruh Ekuitas Merek Terhadap Proses Keputusan Pembelian Konsumen Motor Yamaha R15 Di Palembang
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Institusion
Universitas Katolik Musi Charitas
Author
Gunawan, Wendy Try
Subject
H Social Sciences (General)
Datestamp
2020-01-21 03:28:11
Abstract :
This study was conducted to determine the influence of brand equity on consumer purchasing decisions motorcycle yamaha R15 in Palembang. This type of research is a kind of field study research through surveys. The sample used in this study is that consumers who have purchased a motor yamaha R15 100 respondents and the sampling technique used was purposive sampling technique. Data analysis techniques used are validity and reliability, classic assumption test, multiple linear regression analysis and hypothesis testing (coefficient of determination R2, F test, t test). Results from the study showed independent variables (X) are able to explain 57.2% of purchase decisions yamaha motor R15 and the remaining 42.8% is explained by other variables not included in this study. Partial assay results showed a positive brand association and significant impact, while brand awareness, brand loyalty, but significant negative effect, whereas the perception of quality and no significant negative effect on consumer purchasing decisions Yamaha motorcycle R15.
This study was conducted to determine the influence of brand equity on consumer purchasing decisions motorcycle yamaha R15 in Palembang. This type of research is a kind of field study research through surveys. The sample used in this study is that consumers who have purchased a motor yamaha R15 100 respondents and the sampling technique used was purposive sampling technique. Data analysis techniques used are validity and reliability, classic assumption test, multiple linear regression analysis and hypothesis testing (coefficient of determination R2, F test, t test). Results from the study showed independent variables (X) are able to explain 57.2% of purchase decisions yamaha motor R15 and the remaining 42.8% is explained by other variables not included in this study. Partial assay results showed a positive brand association and significant impact, while brand awareness, brand loyalty, but significant negative effect, whereas the perception of quality and no significant negative effect on consumer purchasing decisions Yamaha motorcycle R15.
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EM-2016-112405-cover.pdf
EM-2016-112405-abstract.pdf
EM-2016-112405-complete.pdf
EM-2016-112405-summary_id.pdf
EM-2016-112405-tableofcontent.pdf
EM-2016-112405-chapter1.pdf
EM-2016-112405-chapter2.pdf
EM-2016-112405-chapter3.pdf
EM-2016-112405-chapter4.pdf
EM-2016-112405-conclusion.pdf
EM-2016-112405-reference.pdf
EM-2016-112405-attachment.pdf
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