PENGARUH BRAND IMAGE DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA N-MAX DI KOTA PALEMBANG

., Ani (2017) PENGARUH BRAND IMAGE DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA N-MAX DI KOTA PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to analyze the influence of brand image and word of mouth on decision to purchase a Yamaha Nmax motorcycle in the city Palembang. Population in this study are consumers who buy Yamaha Nmax motorcycle in the city Palembang. The sample of this research 120 respondents with using non probability sampling method and researchers used pretest step with 30 respondents. Data analysis techniques in this study are validity test, reliability test, classical assumption test, multiple linier regression analysis, t test, f test and coefficient of determination with the help of SPSS 23.0 programs. The results of this study is indicated that there is a positive influence and significant between brand image variables and word of mouth variables on purchasing decisions. Keywords: Brand image, Word of mouth, Purchasing decisions

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