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All Journal Jurnal Minds: Manajemen Ide dan Inspirasi Arthavidya Jurnal Ilmiah Ekonomi
Syaribulan, Syaribulan
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MOTOR SCUTER MATIC YAMAHA DI MAKASSAR Syaribulan, Syaribulan
Arthavidya Jurnal Ilmiah Ekonomi Vol 19 No 1 (2017)
Publisher : Fakultas Ekonomi Universitas Wisnuwardhana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (394.641 KB) | DOI: 10.37303/a.v19i1.70

Abstract

ABSTRACTThis study aims to determine whether the variables are simultaneously powerful brand image and variables which have a more dominant influence on purchase decisions scuter matic Yamaha motorcycle in Makassar. The variable in question is corporate image , user image and product image.The research was conducted at PT. Suracojaya Abadi Motor Makassar. The model of research used the method of observation , interviews, questionnaires and literature study carried out systematically on the basis of objective research.The analytical method used is a regression method. Then use the F test to determine the brand image variable (corporate image, user image and product image) is more dominant on purchase decisions scuter matic Yamaha motor and test to determine the brand image variable (corporate image, user image and product image) is more dominant influence on purchase decisions scuter matic Yamaha motor.The results showed that the brand image variable (corporate image, brand image and user image) simultancously influence the purchase decision scuter matic Yamaha motor. From brand image variable (corporate image, user image and product image), product image variable was a more dominant influence on purchase decisions scuter matic Yamaha motor. Thus, the hypothesis can be accepted.Key words : Brand Images, Corporate Image, User Image, Product Image, Buying Decision
Faktor-faktor yang Memengaruhi Perilaku Konsumen dalam Pembelian Produk Sophie Martin di Kota Makassar Syaribulan, Syaribulan
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 4 No 1 (2017): June
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v4i1.3158

Abstract

This study aims to analyze the influence of family factors, economic situation, and lifestyle on the decision to buy Sophie Martin products, and to know which factors give the dominant influence to the decision to buy Sophie Martin products in Makassar. The data were collected using questionnaires distributed to 100 buyers of Sophie Martin products. The data collected were analyzed using descriptive analysis and multiple regression analysis. The results of this study indicate the influence of family, economic situation and lifestyle of purchasing decisions made by consumers of Sophie Martin products in the city of Makassar. This means the marketer, in this case the distributor of Sophie Martin products should consider these three things in marketing their products.
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