Pengaruh Brand Image, Preferensi Merek, Dan Hedonisme Terhadap Keputusan Pembelian Sepeda Motor Honda Tipe PCX Di Surakarta

Muttaqin, M. Fajar and -, Zulfa Irawati, S.E., M.Si. (2020) Pengaruh Brand Image, Preferensi Merek, Dan Hedonisme Terhadap Keputusan Pembelian Sepeda Motor Honda Tipe PCX Di Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the influence of brand image, brand preference, and hedonism on purchasing decisions for Honda PCX type motorcycles in Surakarta. This research uses quantitative research. The sample in this study were 105 people living in Surakarta. The sampling method uses purposive sampling method. Data collection techniques using questionnaires that have been tested for validity and reliability. This study uses multiple linear regression analysis techniques. The results of this study show that brand image has a positive and significant effect on purchasing decisions. Brand preference has a positive effect on purchasing decisions. Hedonism has a positive effect on purchasing decisions. Brand image, brand preference, and hedonism have a positive effect on purchasing decisions. R-square valueof 0.594 shows that 59.4% is influenced by variables of brand image, brand preference, and hedonism, while the remaining 40.6% is influenced by other factors not included in this study.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Brand Image, Brand Preference, and Hedonism Against Purchasing Decisions
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	M.FAJAR MUTTAQIN
Date Deposited:	10 Aug 2020 05:37
Last Modified:	10 Aug 2020 05:37
URI:	http://eprints.ums.ac.id/id/eprint/84405

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