ANALISIS CITRA MEREK DAN KEPERCAYAAN MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR MEREK NMAX

Prama Bismahari Ramadhan, - (2020) ANALISIS CITRA MEREK DAN KEPERCAYAAN MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR MEREK NMAX. S2 thesis, Universitas Pendidikan Indonesia.

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Abstract

Nama merek Honda khususnya pada sepeda motor jenis skutik, masih mengungguli merek lain seperti Yamaha, Suzuki dalam penjualan. Namun pada tipe motor skutik Honda PCX masih kalah di banding dengan motor skutik Yamaha NMAX. Tujuan dari penelitian ini adalah untuk mengetahui gambaran citra merek, kepercayaan, dan keputusan pembelian, pengaruh citra merek dan kepercayaan merek terhadap keputusan pembelian Anggota Grup Motor Honda PCX di Kota Bandung yang mewakili konsumen motor merek Honda PCX. Metode yang digunakan adalah survey deskriptif verifikatif, dengan populasi 128 dan sampel 96 responden, dengan teknik sampling simple randomize sampling. Analisis deskriptif menggunakan capairan rata-rata range kategori, sedangkan verifikatif menggunakan Partial Least Square (PLS). Hasil bahwa citra merek dan kepercayaan merek termasuk pada kategori cukup tinggi, sedangkan keputusan pembelian termasuk pada kategori cukup. Citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian, kepercayaan merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan, citra merek dan kepercayaan merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Honda's brand names, especially on scooter type motorcycles, still outperform other brands such as Yamaha and Suzuki in sales. However, the type of Honda PCX scooter motorbike still inferior compared to the Yamaha NMAX scooter motorbike. The purpose of this study was to determine the image of the brand image, trust, and purchasing decisions, the influence of brand image and brand trust on the purchasing decisions of Members of the Honda PCX Motorcycle Group in Bandung, representing consumers of the Honda PCX brand motorcycles. The method used is a descriptive verification survey, with a population of 128 and a sample of 96 respondents, with a simple randomize sampling technique. Descriptive analysis uses the average range of categories, while verification uses Partial Least Square (PLS). The results that brand image and brand trust are included in the high enough category, while the purchase decision is included in the sufficient category. Brand image has a positive and significant effect on purchasing decisions, brand trust has a positive and significant effect on purchasing decisions. Simultaneously, brand image and brand trust have positive and significant influence on purchasing decisions.

Item Type: Thesis (S2)
Uncontrolled Keywords: Citra Merek, Kepercayaan Merek, Keputusan Pembelian
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
L Education > L Education (General)
Divisions: Sekolah Pasca Sarjana > Magister Manajemen Bisnis
Depositing User: Prama Bismahari Ramadhan
Date Deposited: 12 Mar 2020 04:13
Last Modified: 12 Mar 2020 04:13
URI: http://repository.upi.edu/id/eprint/47836

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