PENGARUH CITRA MEREK DAN KELUARGA TERHADAP KEPUTUSAN PEMBELIAN HONDA BEAT
Abstract: Developments
and advances in
technology have a positive impact for the emergence of a new
variant matic motorcycle in
Indonesia. Honda Beat
is one of
the brands that
are excellent Honda’s matic, a
remarkable achievement as evidenced by sales of 1,033,928 units, as many as
43,4% of the total sales of Honda’s matic in
2011 and have
increased continuously since
2008. This is evidenced
by the highest
sales in the
PT. Mitra Pinasthika
Mustika Surabaya dominated by
Honda Beat. This
study attempts to
explain causal relationships between
brand image and
influence family purchasing decisions
Honda Beat in PT. Mitra
Pinasthika Mustika Surabaya. The
population inthis study
is the owner
or user of the
Honda Beat with age 17-50 involved in the buying decision process. The number
of samples in
this study were
55 respondent. The sampling
technique used was
judgment sampling and
using a multiple linear
regression analysis.
Penulis: ANISA KURNIA SARI
Kode Jurnal: jpmanajemendd130954
