I-Con Media
مجلد 5 عدد 1 (2022): I-Con Media

PENGARUH IKLAN DAN CITRA MEREK TERHADAP KEPUTUSAN KONSUMEN DALAM MENGGUNAKAN SEPEDA MOTOR HONDA JENIS SCOOPY

Juniarti, Shavnidar (Unknown)
Hendra, Hendra (Unknown)

Article Info

Publish Date
18 Feb 2022

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.

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Journal Info
I-Con Media
Website

Abbrev

ICM

Publisher

Sekolah Tinggi Ilmu Ekonomi Tenggarong

Subject

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

Description

I-Con Media Jurnal Ekonomi Manajemen dan Bisnis adalah forum diseminasi ilmu bisnis multi-disiplin yang bertujuan untuk menjembatani ilmu dan praktik manajemen dan kewirausahaan di Indonesia. I-Con Media menerbitkan hasil-hasil penelitian yang berdampak tinggi terhadap teori dan praktik manajemen ...