PENGARUH EKUITAS MEREK (BRAND EQUITY) TERHADAP PROSES KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA NMAX PADA DEALER YAMAHA TUGU MAS BIMA

Zultilhansyah Zultilhansyah, Intisari Haryanti

Sari


The lack of field salespeople has not achieved the desired target of the
company. Increasing the level of competition between brands that makes
the main challenges that lead to decreased sales. The purpose of this
research is to study the valuation of Brand Equity on Purchasing
Decisions. The sample in this study amounted to 96 people. Data
analysis using a simple linear regression test and to test its significance
using the T test. The results of this study indicate that the brand research
on Yamah NMAX motorcycle purchasing decisions at the Tugu Mas
Dealer City of Bima. the magnitude of the effect of 65.3% is on strong
relationships, meaning that larger consumers who buy NMAX
motorcycles, decide to buy because this NMAX brand provides value and
satisfaction dedicated to consumers.

Kata Kunci: Brand Equity, Purchasing Decisions


Teks Lengkap:

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Referensi


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DOI: http://dx.doi.org/10.26460/md.v4i2.8579

DOI (PDF): http://dx.doi.org/10.26460/md.v4i2.8579.g3606

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