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PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA

Widodo, Mahardhyan Dwiki (2016) PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA. Other thesis, University of Muhammadiyah Malang.

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Abstract

This study was conducted to examine corporate image, user image and product image on purchase decisions of Honda motorcycle. This study was conducted on survey method. The instrument used in this study was multiple regression analysis and use the f test, t test and dominant. The population in this study is the owner of a Honda motorcycle consuments with 100 person as respondents. The results showed that the variable corporate image, user image and product image positive and significant effect either simultaneously or partially on purchase decisions of Honda motorcycle. Variable product image is more dominant variable that influence the purchase decisions of Honda motorcycle.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
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: 26 Mar 2016 04:48
Last Modified: 26 Mar 2016 04:48
URI : http://eprints.umm.ac.id/id/eprint/22529

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