Abstract
The purpose of this study was to find out and analyze the influence of brand image, price and promotion on the decision to purchase a Honda Brio car in the city of Padang. The population in this study were all consumers who bought a Honda Brio car in the city of Padang at the Honda Gajah Motor Padang, totaling 584 people. While the number of samples in this study were 85 respondents. The sampling technique used is purposive sampling method, namely by taking samples based on certain criteria. Data analysis techniques used to test hypotheses are multiple linear regression, and statistical T test. The results showed that the variable brand image and promotion had a significant effect on the decision to purchase a Honda Brio car in the city of Padang. While the price variable does not significantly influence the decision to purchase a Honda Brio car in the city of Padang.
Highlights
PENDAHULUAN Seiring dengan perkembangan zaman dan semakin meningkatnya kebutuhan alat transportasi membawa angin segar bagi perusahaan otomotif, terutama bagi produsen mobil
The results showed that the variable brand image and promotion had a significant effect on the decision to purchase a Honda Brio car in the city of Padang
SIMPULAN Bedasarkan hasil penelitian dan pembahasan maka dapat disampaikan beberapa kesimpulan penelitian sebagai berikut: 1) Citra merek berpengaruh signifikan terhadap keputusan pembelian mobil Honda Brio di Kota Padang
Summary
PENDAHULUAN Seiring dengan perkembangan zaman dan semakin meningkatnya kebutuhan alat transportasi membawa angin segar bagi perusahaan otomotif, terutama bagi produsen mobil. Berikut ini akan dikambangkan hipotesis penelitian sebagai berikut: H1 Diduga terdapat pengaruh yang positif dan signifikan citra merek terhadap keputusan pembelian mobil Honda Brio di kota Padang.
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