PENGARUH DESAIN PRODUK, DAYA TARIK IKLAN DAN CITRA MEREK TERHADAP MINAT BELI SEPEDA MOTOR YAMAHA N-MAX DI KECAMATAN REMBANG - Rachmad Fajar Riandi; Ming Ming Lukiarti (Equivalent : Journal of Economic, Accounting and Management, 2023)
The purpose of this study was to prove the influence of the individual variables of each independent variable, namely product design, advertising attractiveness and brand image on the dependent variable, namely buying interest in Yamaha N-Max motorbikes in Remang District. The research population is Yamaha N-Max motorbike users in Rembang District. The number of samples is 100 respondents with the sampling technique using accidental sampling. The results of hypothesis testing show that product design and brand image have a positive and significant effect on the intention to buy Yamaha N-Max motorbikes in Rembang District, while advertising attractiveness has no significant negative effect on the intention to buy Yamaha N-Max motorbikes in Rembang District. The results of the determination test showed that the product design, advertising attractiveness and brand image variables were only able to explain the purchase intention variable by 68.9%, the remaining 31.1% was influenced by other variables outside of this study. Abstrak Tujuan penelitian ini adalah untuk membuktikan pengaruh variabel secara individual masing-masing variabel independen yaitu desain produk, daya tarik iklan dan citra merek terhadap variabel dependen yaitu minat beli sepeda Motor Yamaha N-Max di Kecamatan Remang. Populasi penelitian adalah pengguna sepeda motor Yamaha N-Max di Kecamatan Rembang. Jumlah sampel sebanyak 100 responden dengan teknik pengambilan sampel menggunaka accidental sampling. hasil uji hipotesis menunjukkan bahwa desain produk dan citra merek perpengaruh positif dan signifikan terhadap minat beli sepeda motor Yamaha N-Max di Kecamatan Rembang, sedangkan daya tarik iklan berpengaruh negatif tidak signifikan terhadap minat beli sepeda motor Yamaha N-Max di Kecamatan Rembang. Hasil uji determinasi menunjukkan bahwa variabel desain produk, daya tarik iklan dan citra merek hanya mampu menjelaskan variabel minat beli sebesar 68,9%, sisanya 31,1% dipengaruhi oleh variabel lain diluar penelitian ini.