PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KENDARAAN RODA DUA PADA MEREK YAMAHA KOTA JAMBI

Fillia Hanny Pissilasari, Fillia Hanny Pissilasari (2022) PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KENDARAAN RODA DUA PADA MEREK YAMAHA KOTA JAMBI. skripsi thesis, Universitas batanghri.

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Abstract

ABSTRACT (FILLIA HANNY PISSILASARI / 1700861201163 / 2022 / THE EFFECT OF BRAND IMAGE ON PURCHASING DECISIONS ON KOTA JAMBI / SUPERVISOR I AHMAD TARMIZI, SE, MM. / SUPERVISOR II AKHMAD IRWANSYAH S, SE, MM.) Brand image plays a very important role in purchasing decisions. Therefore, the purpose of this research is to describe the Brand Image and purchasing decisions in buying products, and to find out and analyze the effect of brand image on purchasing decisions in buying product in Kota Jambi. Research methods in this study is descriptive and quantitative method. Data analyze use SPSS Ver 22 and using models simple linier regression with result of count Y = 0,856+0,321X+e. The test of determination with R of 25,5%. T test by comparison t count 5,207 > t 1,6614 then Ho accepted Hi be. Rejected. To analyze the effect of brand image on purchasing decisions on Kota Jambi. The distribution of questionnaires with a population of 1.782 people in 2021 , then the formula used to find samples according to Sugiyono (2013:56) so that the sample in this study amounted to 95 people respondent. Brand Image regression coefficient (X) is 0,321, meaning that brand image (X) has increased by 1%, so purchasing decisions consumer (Y) Kota Jambi. The coefficient of determination is known from the value of R 2 table =0,255 (25,5%) which means that brand image (X) is able to explain purchasing decisions (Y) at the Kota Jambi that is equal to 25,5% and the remaining 74,5% is influenced by other variables. Not investigated in this study. Based on t-test, t-count value is 5,207 and the t-table is 1,6614. From the comparison results, it can be seen that the test by comparison t 5,207 > t 1,6614 then Ho accepted Hi be. Rejected. Meaning that brand image affect purchasing decisions at PT. Yamaha Kota Jambi. table Keyword : Brand Image and Purchasing Decisions

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