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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Date
2015
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Tesis Program Magister Management Universitas Widyatama
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.
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Keywords
Brand Awareness, Brand Assosiation, Perceived Quality, Brand Loyalty, Purchasing Decisions