YULIZAR, NEVA (2015) PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR MATIC HONDA (STUDI KASUS PADA MAHASISWA JURUSAN ADMINISTRASI BISNIS POLITEKNIK NEGERI SRIWIJAYA). Other thesis, Politeknik Negeri Sriwijaya.
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Abstract
The purpose of this research to investigate the influence of brand image (dimension attributes, benefits, values, culture, personality, and users against) to purchasing decisions Honda matic motorcycles. The sample in this research were 83 students who used Honda matic motorcycle. This amount was obtained from the first survey. This research using SPSS version 22. This research uses a saturated technique sampling. All of the sample in this research fully engaged to perform filling out the questionnaire. The results showed that the six dimensions in this study simultaneously influence the purchase decisions of Honda motorcycles matic. Partially, two dimensions are benefits and cultural significantly give the positive effect on purchase decisions while dimension attributes, values, personality and the user do not have any influence on purchasing decisions of Honda matic motorcycles. The most dominant dimension influencing purchasing decisions on a Honda motorcycle matic case of student Business Administration Department State Polytechnic of Sriwijaya is dimension benefits, so the company must maintain the perception of functional and emotional benefits to improve purchasing decisions.
| Item Type: | Thesis (Other) |
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| Uncontrolled Keywords: | : brand image, purchasing decisions |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Business Administration > Undergraduate Theses |
| Depositing User: | Mr Bambang Anthony |
| Date Deposited: | 13 Jan 2016 03:53 |
| Last Modified: | 13 Jan 2016 03:54 |
| URI: | http://eprints.polsri.ac.id/id/eprint/2384 |
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