Analisis Pengaruh BRAND IMAGE terhadap Proses Keputusan Pembelian untuk Produk Ban Motor Aspira PT. Aspirasi Jaya Lestari Palembang

This study was conducted to determine the effect of brand image consisting of
corporate image and product image towards the purchase decision process Ban
Motor Aspira in Palembang. This type of research is a kind of causality research
through surveys. The sample used in this study is that consumers who purchase
motor tires ASPIRA of 100 respondents and a sampling technique is by using
purposive sampling technique. Data analysis techniques used in this research is
descriptive test, validity and reliability, the classic assumption test, multiple linear
analysis, f test, t test, and koefisisen determenasi R2. The results of this study
indicate that the independent variable (X) is able to explain 52.5% of consumers
in the purchase decision process Aspira motorcycle tire products and the
remaining 47.5% is explained by other variables not included in this study. Partial
assay results indicate that both variabe of brand image consisting of corporate
image and product image is able to affect positively and significantly related to
the purchase decision process Aspira motorcycle tire products.