PENGARUH CITRA MEREK TERHADAP KEPUTUSAN KONSUMEN MEMBELI PRODUK SEPEDA MOTOR MEREK HONDA (STUDI PADA PEMILIK SEPEDA MOTOR HONDA DI DESA SUTOJAYAN PAKISAJI MALANG)

Intani, Recha Septian Dewi (2008) PENGARUH CITRA MEREK TERHADAP KEPUTUSAN KONSUMEN MEMBELI PRODUK SEPEDA MOTOR MEREK HONDA (STUDI PADA PEMILIK SEPEDA MOTOR HONDA DI DESA SUTOJAYAN PAKISAJI MALANG). Other thesis, University of Muhammadiyah Malang.

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Abstract

The research was case study to the owner of Honda brand motorcycle at Sutojayan Village Pakisaji Malang, titled “Influence of Brand Image to The Consumer Decision in Buying Honda Brand Motorcycle” The research aimed to find out the influence of brand image to the consumer decision in buying Honda Brand Motorcycle; also to find out which variable dominant and influencing the decision in buying Honda motorcycle product to the owner of Honda motorcycle owner in Sutojayan Village Pakisaji Malang. The writer used two hypothesis. They were: there was significant influence between producer’s image, consumer image, and product image of Honda motorcycle to the decision of buying Honda motorcycle and product image was the most dominant factor to the consumer decision in buying Honda brand motorcycle in Sutojayan Village Pakisaji Malang. Analytical tool used to find out the influence of brand image to the decision in buying Honda motorcycle product was by using binnary logistic regression model. That was Wald Statistic following Chi Square distribution pattern, and also to find out which the most dominant variable from brand image variables influencing the product buying decision of Honda motorcycle used partial correlation method (R). Measurement for buying was if wald statistic point larger than Chi-Square table in independent degree df = 1 or seeing significancy level in α = 0,05; while in order to decide that product image which has the most dominant influence to the buying decision was by seeing the highest partial correlation. Calculation by using binnary logistic regression model analysis, that was Wald Statistic which followed Chi-Square distribution pattern, there found that Chi-Square table = 3,841; wald statistic point for producer image for 0,477; wald statistic point for consumer image was 4,991; wald statistic point for product image was 8,158. While analysis by using partial correlation (R), found that R point for producer image was 0.3980; R for consumer image was 0.4409; and R point for product image was 0.4516. From the binnary logistic regression model analysis, that was Wald Statistic which following Chi-Square distribution and partial correlation method, as the measurement used, the conclusion stated in this research was brand image has significant influence to the decision in buying Honda brand motorcycle, the conclusion in this research was brand image has significant influence to the decision of buying Honda brand motorcycle and the product image which has the most significant influence to the decision of buying Honda brand motorcycle.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Economic > Department of Management
Depositing User: Anggit Aldila
Date Deposited: 09 May 2012 06:22
Last Modified: 09 May 2012 06:22
URI: http://eprints.umm.ac.id/id/eprint/4878

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