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All Journal Business UHO: Jurnal Administrasi Bisnis
Ahyan Septiyani Ningsi, Ahyan Septiyani
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Economics, Econometrics & Finance Social Sciences

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PENGARUH BRAND IMAGE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA MIO M3 CW PADA PT. HASJRAT ABADI Outlet PUUWATU Ningsi, Ahyan Septiyani
Business UHO: Jurnal Administrasi Bisnis Vol 1, No 1 (2016): Business UHO: Jurnal Administrasi Bisnis
Publisher : Business UHO: Jurnal Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (51.094 KB)

Abstract

Ahyan Septiyani Ningsi (C1A1 12 097) Pengaruh Brand Image Dan Harga Terhadap Keputusan Pembelian Motor Yamaha Mio M3 Cw (Studi Pada Pt. Hasjrat Abadi Outlet Puuwatu. Penelitian ini bertujuan untuk menguji seberapa besar pengaruh Citra Merek dan Harga terhadap produk agar perusahaan dapat mengetahui konsumen dalam membuat keputusan pembelian. Variabel independent terdiri Brand Image (X1) dan Harga (X2). Variabel dependent adalah Keputusan Pembelian (Y) Motor Yamaha Mio M3 Cw  pada PT. Hasjrat Abadi Outlet Puuwatu. Sampel berjumlah 56 responden yang diambil dengan menggunakan teknik Total Sampling. Analisis yang digunakan adalah analisis regresi berganda hasilnya yaitu, Y= 0,383X1 + 0,601X2 Variabel independen yang paling besar berpengaruh terhadap variabel dependen adalah variabel brand image (0,383)  dan diikuti oleh variabel  harga (0,601). Koefisien deteminasinya (adjusted R2) sebesar 0,867 atau 86,7 persen artinya model koefisien determinasi bagus. Penelitian ini dilakukan dengan menyebar kuesioner terhadap beberapa konsumen motor Yamaha Mio M3 Cw secara total sampling dan di analisis dengan regresi linear berganda. Model ini menekankan pada pengaruh Brand Image dan Harga terhadap Keputusan Pembelian yang hasil analisisnya di olah dengan menggunakan SPSS 16.           Hasil Penelitian menunjukan bahwa terdapat dua hipotesis yang telah di uji dalam penelitian ini yaitu Brand Image dan Harga. Dimana kedua hipotesis tersebut berpengaruh positif signifikan terhadap keputusan pembelian motor Yamaha Mio M3 Cw khususnya di Kota Kenadari. Hasil penelitian menunjukan bahwa model penelitian dapat diterima.   Kata Kunci :Brand Image, Harga dan Keputusan Pembelian
PENGARUH BRAND IMAGE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA MIO M3 CW PADA PT. HASJRAT ABADI Outlet PUUWATU Ningsi, Ahyan Septiyani; utha, arifin; BB, suryani
Business UHO: Jurnal Administrasi Bisnis Vol 1, No 1 (2016): Business UHO: Jurnal Administrasi Bisnis
Publisher : Universitas Halu Oleo

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (421.266 KB) | DOI: 10.52423/bujab.v1i1.9542

Abstract

This study aims to examine how much influence Brand Image and Price have on products so that companies can know consumers in making purchasing decisions Independent variables consist of Brand Image (X1) and Price (X2) The dependent variable is the Purchasing Decision (Y) of Yamaha Mio M3 Cw at PT Hasjrat Abadi Outlet Puuwatu Sample of 56 respondents taken using the Total technique Sampling The analysis used is multiple regression analysis, the result is, Y = 0.383X1 + 0.601X2 The most independent variable influencing the dependent variable is the brand image variable (0.383) and followed by the price variable (0.601). of 0.867 or 86.7 percent means that the coefficient of determination model is good.This study was conducted with m questionnaire distributed to several consumers of Yamaha Mio M3 Cw in total sampling and analyzed with multiple linear regression. This model emphasizes the influence of Brand Image and Price on Purchasing Decisions that the results of the analysis are processed using SPSS 16. The results show that there are two hypotheses that have been tested in this study, namely Brand Image and Price. Where the two hypotheses have a significant positive effect on purchasing decisions for Yamaha Mio M3 Cw, especially in Kendari City. The results showed that the research model was acceptable. 
Co-Authors BB, suryani utha, arifin