PENGARUH EKUITAS MEREK TERHADAP PROSES KEPUTUSAN PEMBELIAN KONSUMEN MOTOR YAMAHA R15 DI PALEMBANG SKRIPSI

ABSTRACT

This study was conducted to determine the influence of brand equity on
consumer purchasing decisions motorcycle yamaha R15 in Palembang. This type
of research is a kind of field study research through surveys. The sample used in
this study is that consumers who have purchased a motor yamaha R15 100
respondents and the sampling technique used was purposive sampling technique.
Data analysis techniques used are validity and reliability, classic assumption test,
multiple linear regression analysis and hypothesis testing (coefficient of
determination R2, F test, t test). Results from the study showed independent
variables (X) are able to explain 57.2% of purchase decisions yamaha motor R15
and the remaining 42.8% is explained by other variables not included in this
study. Partial assay results showed a positive brand association and significant
impact, while brand awareness, brand loyalty, but significant negative effect,
whereas the perception of quality and no significant negative effect on consumer
purchasing decisions Yamaha motorcycle R15.

Keywords: Brand Equity, Brand Awareness, Brand Association, Perceived
Quality, Brand Loyalty, Consumer Purchasing Decisions