PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN KONSUMEN MEMBELI PRODUK SEPEDA MOTOR HONDA (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA INDERALAYA)

RESIKA, YERI and Nazaruddin, Akhmad and Handy, Thomas (2011) PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN KONSUMEN MEMBELI PRODUK SEPEDA MOTOR HONDA (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA INDERALAYA). Undergraduate thesis, Sriwijaya University.

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Abstract

The title of this research is Analyze The Effect of Brand Image Toward Consumer’s Decision of Buying Honda Motorcycle Product (Case Study of Collegion in Economic Faculty Sriwijaya University Inderalaya). The objectives of this research are (1) to analyze the effect of brand image toward consumer’s decision of buying the Honda motorcycle product, and (2) to find the most effect variable of brand image toward consumer’s decision. The method used is convenience sampling, ffom the total population of Economic Faculty of Sriwijaya University Indralaya Collegian, 104 respondents are taken as the sample. The analysis model used in this research is quantitative analysis and qualitative analysis. Research finding has shown that 63.4% brand image effects toward consumer’s decision of buying the Honda motorcycle product. From the three variables of brand image that is corporate image, user image, and product image. Only corporate image and product image have effected consumer of buying the Honda motorcycle product. And the most effect variable of brand image toward consumer’s decision is product image. Because of that, PT. Astra Honda Motor has to make product image stronger than before.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Image and Consumer’s Decision of Buying
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD9000-9495 Agricultural industries > HD9000.5.B416 Agribusiness management
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mr. Muhammad Irwan
Date Deposited:	17 Jan 2022 07:56
Last Modified:	17 Jan 2022 07:56
URI:	http://repository.unsri.ac.id/id/eprint/60395

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