ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR MEREK YAMAHA (Studi Kasus Pada Mahasiswa Universitas Diponegoro)
Abstract: This research is
motivated by the increasing competition that occurs in the motorcycle industry.
Today, Yamaha Motorcycles showed a decrease in the number of sales, especially
in 2011 and 2012. Specifically, in this study review Yamaha efforts to maintain
its position as one of the market leader by creating and improving brand
equity, because the strong brand equity can encourage consumers to make
purchasing decisions even to re-purchase the product. This study specifically
to examine the brand equity elements, consists of brand awareness, perceived
quality, brand associations, and brand loyalty on consumer purchasing decisions
on Yamaha motorcycles.
The research was conducted through a literature review and hypothesis
formulation. Primary data collection through questionnaire method using
purposive sampling technique on 100 respondents who had used or had a Yamaha
motorcycle. The analysis had in this study are validity test,realiability and
multiple regression withs F-test, T-test, and Coeffisient of determination
(R2).
Hypothesis testing using t-tests showed that brand awareness (X1),
perceived quality (X2), brand association (X3), and brand loyalty (X4) have
positivf and significan effect on buying decision.Then using the F test is
known that a well-deserved four independent variables to test the dependent
variable. Figures Adjusted R Square of 0,738indicates that 73,8 percent of
purchase decisions variation can be explained by the four independent variables
in the regression equation.
Keywords: purchasing
decisions, brand awareness, perceived quality, brand association, and brand
loyalty
Penulis: Bisri Mustofa, Sutopo
Kode Jurnal: jpmanajemendd131095
