PENGARUH BRAND IMAGE TERHADAP PROSES KEPUTUSAN PEMBELIAN MOTOR SUZUKI

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PENGARUH BRAND IMAGE TERHADAP PROSES KEPUTUSAN PEMBELIAN MOTOR SUZUKI

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Title: PENGARUH BRAND IMAGE TERHADAP PROSES KEPUTUSAN PEMBELIAN MOTOR SUZUKI
Author: Dewi, Novi Permata Sari
Abstract: The purpose of this study was to determine the response of the consumers Suzuki brand image, to determine the response of the consumer buying decision process of Suzuki motorcycle to determine how much effect of the brand image to buying decision process of Suzuki motorcycle. The method used by the author is descriptive method, which is the method of research conducted by collecting data. The purpose of descriptive research is to create a description, picture, or painting in a systematic, factual, and accurate information on the facts, the character of the correlation between the phenomena investigated. Based on statistical calculations with simple regression analysis, the result is r = 0.573, which means there is a fairly strong correlation between the direction of the brand image of Suzuki motorcycle purchase decision process. Then also the value obtained Rsquare or so-called coefficient of determination (kd) = 0.328 (32.8%) which means that the process of purchasing decisions are effected by the Suzuki brand image by 32.8%, while 67.2% is effected by other factors beyond brand image. In the final stage, the authors tested the hypothesis that has been proposed research. Of calculations obtained t = 5.767> t table = 1.660. This shows that H0 is rejected and H1 is accepted, which means that there is a unidirectional correlation (positive) between brand image of Suzuki motorcycle purchase decision process.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/3030
Date: 2014


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