PENGARUH BRAND AWARENESS, BRAND LOYALTY, PERCEIVED QUALITY, BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi Konsumen Sepeda Motor Matic Honda Scoopy Pada Dealer Honda Di Kota Banjarmasin

Authors

  • Akbar Ariadi Program Magister Manajemen Universitas Lambung Mangkurat
  • Meina Wulansari Yusniar Fakultas Ekonomi Dan Bisnis Universitas Lambung Mangkurat
  • Ahmad Rifani Fakultas Ekonomi Dan Bisnis Universitas Lambung Mangkurat

DOI:

https://doi.org/10.20527/jwmthemanagementinsightjournal.v7i3.58

Keywords:

Brand Awareness, Brand Loyalty, Perception Quality, Brand Image and Consumer Purchase Decision

Abstract

This research was aimed at examining and analyzing the effect of brand awareness, brand loyalty, perceived quality, brand image on the consumers’ purchasing decisions on the Honda Scoopy Matic Motorcycle at Honda Dealers in Banjarmasin.

This  research  was  conducted  on  the  basis  of  used  the  quantitative  approach,  by  using

questionnaires distributed to 200 respondents; and the units of analysis were consumers who have purchased a Honda Scoopy Matic Motorcycle in Banjarmasin. Data were analyzed by the use of Structural Equation Model (SEM).

The results of research showed that Brand Loyalty and Perceived Quality effected significantly

to Consumers’ purchasing decisions, while Brand Awareness and Brand Image did not affect

Consumers’purchasing decisions.

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Published

2019-11-22

Issue

Vol. 7 No. 3 (2019)

Section

Articles

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