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All Journal DFAME Digital Financial Accounting Management Economics Journal
Adam Muhammad Djordan
Universitas Perjuangan Tasikmalaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Pengaruh Citra Merek dan Desain Produk Terhadap Keputusan Pembelian Mobil Honda Jazz di Kota Tasikmalaya: Suatu Analisis Survei pada Konsumen Produk Mobil Honda Jazz Adam Muhammad Djordan; Rita Tri Yusnita; Arga Sutrisna
DFAME Digital Financial Accounting Management Economics Journal Vol 1 No 1 (2023): AGUSTUS
Publisher : Awatara Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61434/dfame.v1i1.113

Abstract

This research explores the influence of brand image and product design on the purchasing decisions of Honda Jazz in Tasikmalaya City, Indonesia, within the competitive automotive industry context. A multiple linear regression analysis indicates that brand image and product design significantly positively impact purchasing decisions. A good brand image and appealing product design are associated with increased purchasing decisions. Recommendations are provided for Honda Jazz manufacturers and marketers to continuously maintain brand image and innovate in design to retain consumer loyalty and attract potential consumers in the competitive automotive market. This study narrows its focus to consumers in Tasikmalaya City, and highlights the importance of brand image and product design in consumer purchasing decisions within the automotive industry.
Co-Authors Arga Sutrisna Rita Tri Yusnita