PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOTOR MATIC HONDA BEAT (STUDI KASUS PADA KONSUMEN PENGGUNA MOTOR MATIC HONDA BEAT MAHASISWA UNIVERSITAS BINA DARMA PALEMBANG).

Abidin, Khairul and Roni, Mukran (2017) PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOTOR MATIC HONDA BEAT (STUDI KASUS PADA KONSUMEN PENGGUNA MOTOR MATIC HONDA BEAT MAHASISWA UNIVERSITAS BINA DARMA PALEMBANG). In: "Seminar Nasional Global Competitive Advantage" Fakultas Ekonomi dan Bisnis Universitas Bina Darma Tgl.22 Juli 2017, 22 Juli 2017, Universitas Bina Darma Palembang.

[img] Text
artikel seminar nasional GCA 22 Juli 2017 hal 367-374.pdf

Download (138kB)
Official URL: http://www.binadarma.ac.id

Abstract

Abstract The purpose of this study is To determine the effect of brand image and product quality to the purchase decision of motor matic honda beat (case study on consumer motor matic honda beat student of university students Bina Darma Palembang). As for sample in this research is university student of Bina Darma who use motor matic honda beat and the sample number is 58 people.While the data analysis used is linear regression analysis. From the result of the research, it can be seen that brand image variable has significant effect on purchasing decision 0,200 and variable of product quality significant to purchasing decision 0,480, it means more product quality than brand image to purchase decision. While the brand image and product quality has a relationship of 53.5%, while the rest is influenced by other factors. In Test F it appears that F arithmetic > Ftabel or 31.581 > 4.01 in other words that the brand image and product quality influence simultaneously to the purchase decision of motor matic honda beat on university students Bina Darma Palembang. Keywords: brand image, product quality and purchasing decisions.

Item Type: Conference or Workshop Item (Paper)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Mr Mukran Roni
Date Deposited: 07 Feb 2018 03:31
Last Modified: 07 Feb 2018 03:31
URI: http://eprints.binadarma.ac.id/id/eprint/3649

Actions (login required)

View Item View Item