PENGARUH BRAND IMAGE DAN DISKON TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK ALL NEW HONDA BR-V DI SHOWROOM HONDA MAJU MOTOR TJ.API-API PALEMBANG

FAJRI, CAESAR and Iisnawati, Iisnawati (2024) PENGARUH BRAND IMAGE DAN DISKON TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK ALL NEW HONDA BR-V DI SHOWROOM HONDA MAJU MOTOR TJ.API-API PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to determine how brand image and discounts influence the purchasing decisions of All New Honda BR-V products at Honda Maju Motor Tj. Api-api Palembang showroom. The research method employed is quantitative with a descriptive approach. The data used in this study are primary data, and the sampling technique is purposive sampling. The sample consists of 143 respondents who are Honda BR-V users that made purchases at the Honda Maju Motor Tj. Api-api Palembang showroom during the discount period from July 2022 to January 2023. The results of this study, in partial, show significance obtained for the brand image variable as 0.000, which is smaller than 0.05, and for the discount variable as 0.058, which is larger than 0.05. This indicates that the brand image variable has a significant partial effect on purchasing decisions, while the discount variable does not have a significant partial effect on purchasing decisions. Based on simultaneous testing, a significance value of 0.000 < 0.05 is obtained, allowing us to conclude that brand image and discounts collectively have a significant impact on purchasing decisions.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	KONSUMEN
Subjects:	H Social Sciences > HB Economic Theory > HB131-147 Methodology H Social Sciences > HB Economic Theory > HB535-551 Interest H Social Sciences > HE Transportation and Communications > HE1-9990 Transportation and communications
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Caesar Fajri
Date Deposited:	18 Jan 2024 08:48
Last Modified:	18 Jan 2024 08:48
URI:	http://repository.unsri.ac.id/id/eprint/138822

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