PENGARUH BRAND AWARENESS, BRAND ASSOCIATION DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA BEAT DI KOTA KENDARI

Abstrak

This study aims to analyze how the influence of brand awareness, brand association, and brand image variables simultaneously affects the purchase decision of Honda Beat motorcycles in Kendari city. Analyze the influence of brand awareness variables partially on the purchase decision of Honda Beat motorcycles in Kendari city. Analyze the influence of brand association variables partially on the purchase decision of Honda Beat motorcycles in Kendari City. Analyze the influence of brand image variables partially on the purchase decision of Honda Beat motorcycles in Kendari city. The population of this study is the people of Kendari City who own Honda Beat motorcycles, whose number is unknown. The sample in this study amounted to 70 respondents. The method of data collection in this study was using a questionnaire. This study used multiple linear regression analysis. The results of the study show that brand awareness, brand association, and brand image simultaneously have a significant influence on the purchase decision of Honda Beat motorcycles in Kendari city. Brand awareness partially has a significant influence on the purchase decision of Honda Beat motorcycles in Kendari city. Brand association does not have a significant influence on the purchase decision of Honda Beat motorcycles in Kendari City. Brand image partially has a significant influence on the purchase decision of Honda Beat motorcycles in Kendari city.

Kata kunci

• Brand Association
• Brand Awareness
• Brand Image
• Keputusan Pembelian