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All Journal CARONG: Jurnal Pendidikan, Sosial dan Humaniora
Albion, Farel Reyhan
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Religion Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Brand Image dan Brand Awareness Merek Motor Yamaha terhadap Minat Pembelian Albion, Farel Reyhan; Ahmadi, Mirzam Arqy
CARONG: Jurnal Pendidikan, Sosial dan Humaniora Vol. 2 No. 1 (2025): Maret: Local Culture and Traditions
Publisher : Universitas Serambi Mekkah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/k30f1542

Abstract

The rapid development of the industry has led to increasingly fierce business competition. Consumers are often faced with a wide selection of brands offering products with similar features and prices. Likewise, competition in the automotive industry is fierce, so every motorcycle brand company strives to build a strong image and be recognized by consumers, such as brand image and brand awareness. Understanding the effect of brand image and brand awareness on purchase intention is important, both for companies to formulate marketing strategies and for consumers to make purchasing decisions. The purpose of this study was to determine the effect of brand image and brand awareness on purchase intention of the Yamaha motorcycle brand. The research method used is qualitative with a literature study approach from existing relevant sources, such as literature, books, journals, and others. The results showed that there was a positive and significant influence of brand image and brand awareness variables on the purchase intention of the Yamaha motorcycle brand.
Co-Authors Mirzam Arqy Ahmadi