ANALISIS PENGARUH BRAND IMAGE TERHADAP MINAT BELI SEPEDA MOTOR HONDA (STUDI KASUS PADA CALON KONSUMEN SEPEDA MOTOR HONDA DI PT HONDA BINTANG MOTOR PALEMBANG)

KUSUMA, NAWANG WULAN (2023) ANALISIS PENGARUH BRAND IMAGE TERHADAP MINAT BELI SEPEDA MOTOR HONDA (STUDI KASUS PADA CALON KONSUMEN SEPEDA MOTOR HONDA DI PT HONDA BINTANG MOTOR PALEMBANG). Other thesis, Politeknik Negeri Sriwijaya.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand image terhadap minat beli sepeda motor Honda (studi kasus pada calon konsumen sepeda motor Honda di PT Honda Bintang Motor Palembang). Pada penelitian ini terdapat dua variabel, yaitu brand image sebagai variabel X dan minat beli sebagai variabel Y, analisis yang dilakukan dalam penelitian ini menggunakan metode kuantitatif serta dibantu dengan aplikasi SPSS. Data yang diolah dalam penelitian ini diperoleh dari kuesioner yang disebarkan langsung kepada responden, dimana jumlah respondennya adalah 68 orang. Perhitungan sampel dilakukan menggunakan rumus Lemeshow dan dengan metode nonprobability sampling. Berdasarkan penelitian yang dilakukan penulis, diketahui bahwa brand image memiliki pengaruh secara simultan terhadap minat beli, brand image juga memiliki hubungan yang positif terhadap minat beli, serta antara brand image dan minat beli memiliki suatu hubungan yang erat.

Item Type: Thesis (Other)
Uncontrolled Keywords: Brand Image, Minat Beli, Pemasaran, Merek, Keputusan Pembelian.
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HG Finance
Divisions: Business Management > Undergraduate Theses
Depositing User: Mr Bambang Anthony
Date Deposited: 12 Feb 2024 05:00
Last Modified: 12 Feb 2024 05:00
URI: http://eprints.polsri.ac.id/id/eprint/14421

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