PENGARUH IKLAN DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MOTOR HONDA PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA

RINALDI, YOGI and Eka, Dian and Rosa, Aslamia (2020) PENGARUH IKLAN DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MOTOR HONDA PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aimed to determine the influence of advertising and brand image on purchasing decisions Honda motorcycle among students of the Faculty of Economics, Sriwijaya University. The population on this study was all students of the Faculty of Economics, Sriwijaya University. The sampling technique used was nonprobability sampling with purposive sampling method, by taking 100 students as respondents on this study. This study used primary data obtained through questionnaires. The data analysis technique used was multiple linear regression analysis. The conclusion on this study is advertising and brand image has positive influence on purchasing decisions and brand image is a variable that has a dominant influence on purchasing decisions Honda motorcycle among students of the Faculty of Economics, Sriwijaya University. The company should continue to improve advertising quality and brand image in order to increase the sales volume of their motorcycle. Keyword: advertising, brand image, purchase decisions

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Iklan, Citra Merek, Keputusan Pembelian
Subjects:	H Social Sciences > HB Economic Theory > HB1-3840 Economic theory. Demography
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Users 8940 not found.
Date Deposited:	24 Nov 2020 02:14
Last Modified:	24 Nov 2020 02:14
URI:	http://repository.unsri.ac.id/id/eprint/37874

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