PENGARUH CITRA MEREK DAN DAYA TARIK PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA CBR 150 R PADA PT. INDAKO TRADING CO CABANG JL. MAKMUR MEDAN

T. Syahril Daoed, Fadila Putri Nugraha

Abstract


ABSTRACT

The purchase decision is one of the important things for the company here, the company must have the skills in stimulating the desires of consumers so as to arouse the desires and desires of consumers in deciding to buy products / services offered by the company. Purchasing decisions can be influenced by various factors including Brand Image and Promotion Attraction. This study aims to determine the effect of Brand Image and Promotion Attraction on the Purchase Decision of the Honda CBR 150 R at PT. Indako Trading Coy branch Jl. Makmur Medan. Sampling of this study uses quota sampling with an associative / quantitative approach of 50 respondents. The data collection technique in this study was a questionnaire (questioner). Data analysis techniques using the classic assumption test, multiple linear regression, t test, f test and the coefficient of determination. The first hypothesis testing results show that Brand Image obtained t t> t table (3.733> 1.677), based on the results obtained, Ha is accepted and H0 is rejected for the Brand Image variable, thus partially that the Brand Image variable significantly influences the Purchasing Decision, this shows the better brand image that is owned, the purchasing decision will increase. In testing the second hypothesis shows that the Attraction Attraction is obtained tcount <t table (0.386 <1.677). Based on the results obtained, Ha is rejected and H0 is accepted for the Promotional Attractiveness variable. Thus, partially that the Promotional Attractiveness variable does not significantly influence the Purchasing Decision, this shows that the more lack of promotion attractiveness, the purchase decision will also not increase. In the F test results in this study the significance value of 0,000 is known to be smaller than the alpha value of 5% (0.05) or the value of Fcount> Ftable (14.550> 3.20). Thus the Brand Image and Promotion Attraction simultaneously have a significant effect on Purchasing Decisions at PT. Indako Trading Coy Branch            Jl.MakmurMedan.


Keywords: Brand Image, Attraction Attraction, Purchase Decisions.




DOI: https://doi.org/10.46576/jbc.v4i2.494

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