THE INFLUENCE OF PROMOTION AND BRAND IMAGE TOWARD PURCHASE DECISION OF HONDA VARIO

Eko Putra

14 citations0/0 files storedJurnal Apresiasi Ekonomi

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Consumer Behavior and Marketing Influence Marketing and Advertising Strategies Consumer Retail Behavior Studies

Abstract

The purpose of this researchis to know the influence of promotion and brand image on the decision to purchase a Honda Vario motorcycle in West Pasaman. The population insthis research were all consumers who used Honda Vario motorcycle in West Pasaman . The sampling technique used was a Non Probability Sampling sample. Research instrument is a questionnaire. The data obtained were then processed using multiple linear regression analysis using SPSS. From the results of this researchfound the promotion variables (X1), and brand image (X2) have a significant effect on purchase decision with a significant level of 0,000. The magnitude of the effect of promotion (X1), and brand image (X2) on purchasing decisions (Y) is 0.781 or equal to 78.1% Keywords: Purchase Decision, Promotion, Brand Image

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2022PENGARUH CITRA MEREK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE

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