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

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Brand image ; Word of mouth ; Purchasing decisions
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Chatarinedesi Kurniawati
Date Deposited: 26 Oct 2022 07:35
Last Modified: 26 Oct 2022 07:35
URI: https://eprints.ukmc.ac.id/id/eprint/9130

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