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PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA (Studi kasus pada Masyarakat Wilayah Mergosono Kota Malang)

NUGROHO, HERMAWAN (2014) PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA (Studi kasus pada Masyarakat Wilayah Mergosono Kota Malang). Other thesis, University of Muhammadiyah Malang.

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Abstract

This study aimed to determine the effect of brand image as well as the dominant variable purchase decisions Yamaha Mio motorcycles in Mergosono Malang. Variable in question is a corporate image, user image and product image.This research was conducted using a quantitative approach. Population is the region that has Mergosono YAMAHA motorcycle. Number of samples set quota sampling, a total of 100 people with decision models are incidental sampling.This study uses Logistic regression analysis, which is an analytical technique that is used when the dependent variable is a dichotomous variable consisting of two values, which represent consumers buying and not buying, and given the number 0 or 1. Results of logistic regression analysis in this study that the dominant influence Product Image terhaadap purchasing decisions YAMAHA MIO motorcycle types and factors influencing purchase decisions than type motorcycle YAMAHA MIO is Variable Image Makers (X1) and variable image User (X2).

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Fitri Ramandhany
Date Deposited: 22 Jan 2016 07:40
Last Modified: 22 Jan 2016 07:40
URI : http://eprints.umm.ac.id/id/eprint/20163

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