JWM (JURNAL WAWASAN MANAJEMEN)
Vol. 7 No. 3 (2019)

PENGARUH BRAND AWARENESS, BRAND LOYALTY, PERCEIVED QUALITY, BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi Konsumen Sepeda Motor Matic Honda Scoopy Pada Dealer Honda Di Kota Banjarmasin

Akbar Ariadi (Program Magister Manajemen Universitas Lambung Mangkurat)
Meina Wulansari Yusniar (Fakultas Ekonomi Dan Bisnis Universitas Lambung Mangkurat)
Ahmad Rifani (Fakultas Ekonomi Dan Bisnis Universitas Lambung Mangkurat)

Article Info

Publish Date
22 Nov 2019

Abstract

This research was aimed at examining and analyzing the effect of brand awareness, brand loyalty, perceived quality, brand image on the consumers’ purchasing decisions on the Honda Scoopy Matic Motorcycle at Honda Dealers in Banjarmasin. This research was conducted on the basis of used the quantitative approach, by using questionnaires distributed to 200 respondents; and the units of analysis were consumers who have purchased a Honda Scoopy Matic Motorcycle in Banjarmasin. Data were analyzed by the use of Structural Equation Model (SEM). The results of research showed that Brand Loyalty and Perceived Quality effected significantly to Consumers’ purchasing decisions, while Brand Awareness and Brand Image did not affect Consumers’purchasing decisions.

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Journal Info
JWM (JURNAL WAWASAN MANAJEMEN)
Website

Abbrev

jwm

Publisher

Universitas Lambung Mangkurat

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Wawasan Manajemen, an electronic journal, provides a forum for publishing the original research articles, review articles from contributors, and the novel technology news related to management. This journal encompasses original research articles, review articles, and short communications, ...