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Juniarti, Shavnidar
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH IKLAN DAN CITRA MEREK TERHADAP KEPUTUSAN KONSUMEN DALAM MENGGUNAKAN SEPEDA MOTOR HONDA JENIS SCOOPY Juniarti, Shavnidar; Hendra, Hendra
I-Con Media مجلد 5 عدد 1 (2022): I-Con Media
Publisher : SEKOLAH TINGGI ILMU EKONOMI TENGGARONG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61509/luxICM5150

Abstract

The purpose of this study was to determine the effect of advertising and brand image simultaneously and partially on consumer decision in purchasing Honda Scoopy Motorbikes. The sample in this study was 87 students of SMA Negeri 1 Muara Badak who own Honda Scoopy motorbikes. The analysis tool used is multiple regression.  The result of this study revealed that simultaneously advertising and brand image positively and significantly affect purchase decision.. Besides, partially, this study found that partially both brand image and advertising affect positively and significantly towards purchase decision respectively.
Co-Authors Hargiani, Fransisca Xaveria