Nur, M. Jamil (2021) Pengaruh Citra Merek Terhadap Keputusan Pembelian Yamaha N-max di Kota Selatpanjang. Diploma thesis, Politeknik Negeri Bengkalis.
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Abstract
This research aims to determine the influence of brand image on Yamaha N-max purchasing decisions in Selatpanjang City. Samples in this study as many as 100 respondents. Sampling techniques in this study were conducted with Nonprobability Sampling technique with Purposive Sampling approach. Analyzed using simple correlation tests, simple linear regression tests and hypothesis tests. Descriptive summary of brand image variables can be seen that the mean score averages 4.44 and falls into a very high class category. While the results of descriptive analysis of purchase decision variables can be seen that the average mean score is 4.54 and belongs to the category of very high class. From the results of the calculation of the significance test of brand image variables that t calculate 14,066> t table 1,984 with a sig of 0.000 < α = 0.05. Thus it can be concluded that the brand image has a positive and significant effect on purchasing decisions. The magnitude of the correlation or relationship value (R) is 0.818, and obtained large R square or so-called coefficient of determination (KD) is 0.669 or equal to 66.9% which contains the sense that the influence of free variables (Brand Image) on bound variables (Purchase Decision) is 66.9%. So it can be said that the 66.9% variable that the purchase decision of Yamaha N-max in Selatpanjang City is Brand Image, while 33.1% (100% - 66.9%) the rest is caused by variables other than brand imagery that were not discussed in this study.
| Item Type: | Thesis (Diploma) | ||||||||
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| Uncontrolled Keywords: | brand, brand image, purchasing decision | ||||||||
| Subjects: | 550 ILMU EKONOMI > 570 ILMU MANAJEMEN > 571 Manajemen | ||||||||
| Divisions: | Jurusan Administrasi Bisnis > Diploma Tiga Administrasi Bisnis > TUGAS AKHIR | ||||||||
| Depositing User: | Users 209 not found. | ||||||||
| Date Deposited: | 28 Aug 2021 21:42 | ||||||||
| Last Modified: | 01 Sep 2021 16:20 | ||||||||
| URI: | http://eprints.polbeng.ac.id/id/eprint/757 |
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