PENGARUH KINERJA KESADARAN MEREK, ASOSIASI MEREK, PERSEPSI KUALITAS SERTA LOYALITAS MEREK TERHADAP PROSES KEPUTUSAN PEMBELIAN PADA KONSUMEN SEPEDA MOTOR SPORT MEREK HONDA Studi di PT. DAM (Daya Adicipta Mustika) Bandung dan Komunitas Honda Street Fire Club Bandung

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PENGARUH KINERJA KESADARAN MEREK, ASOSIASI MEREK, PERSEPSI KUALITAS SERTA LOYALITAS MEREK TERHADAP PROSES KEPUTUSAN PEMBELIAN PADA KONSUMEN SEPEDA MOTOR SPORT MEREK HONDA Studi di PT. DAM (Daya Adicipta Mustika) Bandung dan Komunitas Honda Street Fire Club Bandung

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Title: PENGARUH KINERJA KESADARAN MEREK, ASOSIASI MEREK, PERSEPSI KUALITAS SERTA LOYALITAS MEREK TERHADAP PROSES KEPUTUSAN PEMBELIAN PADA KONSUMEN SEPEDA MOTOR SPORT MEREK HONDA Studi di PT. DAM (Daya Adicipta Mustika) Bandung dan Komunitas Honda Street Fire Club Bandung
Author: AKBAR, GERRY IKHSAN
Abstract: This study aimed to influence performance of brand awareness, brand assosiation, perceived quality, and brand loyalty to the purchase decision process on consumer motorcycle sport of brand honda. In this study population was all consumers who buy motorcycle sport Honda in PT. DAM (Daya Adicipta Mustika) Bandung on first semester 2015 as many as 4.558 customers, with total sample size of 98 people. The sampling technique used in this study was Purposive Sampling. Data was analyzed using multiple linear regression analysis. The results showed that the brand awareness has positive and significance influence to the purchase decisions, as evidenced by the value of t = 3,175 > t table value = 1,985. Brand assosiation has positive and significance influence to the purchase decisions, as evidenced by the value of t = 2,479 > t table value = 1,985. Perceived quality has positive and significance influence to the purchase decisions, as evidenced by the value of t = 3,045 > t table value = 1,985. Brand loyalty has positive and significance influence to the purchase decisions, as evidenced by the value of t = 7,735 > t table value = 1,985.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/6696
Date: 2015


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Kata Pengantar.pdf 276.6Kb PDF View/Open
Daftar Isi.pdf 278.8Kb PDF View/Open
Daftar Tabel.pdf 278.2Kb PDF View/Open
Daftar Grafik dan Gambar.pdf 108.4Kb PDF View/Open
Daftar Lampiran.pdf 107.6Kb PDF View/Open
Bab 1.pdf 170.4Kb PDF View/Open
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Daftar Pustaka.pdf 446.9Kb PDF View/Open

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  • Management [108]
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