Pengaruh Iklan dan Citra Merek Terhadap Keputusan Pembelian Sepeda Motor Honda Scoopy (Studi kasus pada mahasiswa Universitas Muhammadiyah Surakarta)

Rohman, Nur and , Basworo Dibyo, S.E, M.Si (2018) Pengaruh Iklan dan Citra Merek Terhadap Keputusan Pembelian Sepeda Motor Honda Scoopy (Studi kasus pada mahasiswa Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this research is to analyze the influence of advertisement and brand image to the decision of purchasing Honda Scoopy motorcycle individually or together. This type of research is a quantitative research with the population of motorcycle users honda scoopy at Muhammadiyah Surakarta University as many as 100 students, with a sample of 100 students. Methods of data collection using questionnaires with Likert scale. Data analysis technique used analysis of data instrument test, classical assumption test, multiple linear regression. Based on the results of T test calculations, F test, showing the advertisement and brand image variables together have a significant influence on the purchase decision of honda scoopy motorcycle. Coefficient of determination R2 equal to 0,299 meaning advertisement variable and brand image able to explain to variation of decision variable of purchase equal to 29,9%, the rest can be explained other variable not found in this research model.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Ads, Brand Image, Purchase Decision.
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	NUR ROHMAN
Date Deposited:	02 Aug 2018 06:02
Last Modified:	02 Aug 2018 06:02
URI:	http://eprints.ums.ac.id/id/eprint/64786

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