ANALISIS PENGARUH FAKTOR – FAKTOR EKUITAS MEREK SEPEDA MOTOR YAMAHA TERHADAP KEPUTUSAN PEMBELIAN

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ANALISIS PENGARUH FAKTOR – FAKTOR EKUITAS MEREK SEPEDA MOTOR YAMAHA TERHADAP KEPUTUSAN PEMBELIAN

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Title: ANALISIS PENGARUH FAKTOR – FAKTOR EKUITAS MEREK SEPEDA MOTOR YAMAHA TERHADAP KEPUTUSAN PEMBELIAN
Author: Yansen
Abstract: One of marketing purpose is brand building for consument. Brand power is located at its performance to influence buying behavior. Business activity is increasing according to economy growth. Yamaha motorcycle sales targeting middle market and 29 to 39 years old employee. One of marketing strategy to ensure consumer is to make advertisement. Point of advertisement is to attract attention which stimulate consumer to buy goods or services offered. Likewise, Yamaha motorcycle as promoting company need to construct communication with its consumer to build opinions in consumer mind. To sell Yamaha brand image is deemed necessary as way to increase consumer buying interest. In its marketing Yamaha hold some celebrity such as Agnes Monica, Noah, and Komeng. Method used in this research is descriptive method which giving image systematically, factual, and accurate about facts and correlation between researched variables. Collecting data is done by researching primary and secondary data, which obtained directly from research objects by spreading questionnaire to a hundred samples of Yamaha consumer, and doing interview and observation. Whereas secondary data is obtained from other sources or literature that related to problem posed in research. Research result shows that application for Yamaha is doing good for consumer, beside that result shows buying interest in Yamaha is at good category. From the results of statistical tests indicate that the influence of brand equity and purchase decisions for 92.9%, while the influence of the factors of brand equity on customer purchases a fairly high interest with a value of 50%, factors beyond the brand equity that is not examined by the authors , such as marketing mix to be one alternative that can influence the purchase decision.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/3013
Date: 2014


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