Brand, Promotion and Innovation: Their Impact on Motorcycle Purchasing Decisions

Abstract

This study aims to investigate the effect of brand awareness, promotion, and product innovation on consumer purchasing decisions at PT Makassar Inti Motor. The survey method was used in this study, with the population of visitors to PT Makassar Inti Motor. A sample of 80 people was taken using the accidental sampling method. Data was collected through a questionnaire that had been tested for validity and reliability. Data analysis uses multiple regression to test the hypothesis. The results showed that brand awareness has a positive and significant influence on purchasing decisions. Promotion also has a positive and significant influence on purchasing decisions. In addition, product innovation also has a positive and significant effect on purchasing decisions. The results of this study provide an important understanding of the factors that influence consumer purchasing decisions at PT Makassar Inti Motor.