PENGARUH PRICE CONSCIOUSNESS, BRAND IMAGE, ACCESSIBILITY DAN SOCIAL VALUE PERCEPTION TERHADAP PURCHASE INTENTION SEPEDA MOTOR HONDA PADA DEALER CENDANA DI KOTA KENDAL

Siti Romdonah (Universitas Sarjanawiyata Tamansiswa)
Ignatius Soni Kurniawan (Universitas Sarjanawiyata Tamansiswa)

MANAJEMEN DEWANTARA
Vol 1 No 1 (2017): MANAJEMEN DEWANTARA

The purpose of this study was to determine the effect of  Price consciousness, brand image, accessibility, and social value perception toward purchase intention of Honda motorcycles at the Cendana Dealer in the city of Kendal. This type of research is quantitative with accidental sampling technique. The sample used in this study is those prospective buyers of Honda motorcycles. The results indicate that price consciousnes, acessibility, and social value perceptionis has no significant effect on purchase intention, brand image has a significant effect on purchase intention.Keyword: Price Consciousness, Brand Image, Accessibility, Social Value Perception, Purchase Intention