Bisman (Bisnis dan Manajemen): The Journal of Business and Management
Vol. 7 No. 1 (2024): Februari 2024

PENGARUH DIFERENSIASI PRODUK, WORD OF MOUTH DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada CV. Eka Karunia Motor Lamongan): (Studi pada CV. Eka Karunia Motor Lamongan)

Ilham Ramadhani, Awaliansyah (Unknown)
Shofia Maulida, Indira (Unknown)
Susanti, Ike (Unknown)
Sutinem (Unknown)

Article Info

Publish Date
31 Mar 2024

Abstract

This study aims to analyze and test the effect of product differentiation, word of mouth and brand awareness on purchasing decisions for Honda motorbikes at CV. Eka Karunia Motor Lamongan. This research uses quantitative methods. The population in this study were consumers of CV. Eka Karunia Motor. The sampling method used in this study was purposive sampling of 100 respondents. The data analysis method used in this study is multiple linear regression analysis, with the help of SPSS version 23. The results of this study indicate that the variables of product differentiation, word of mouth and brand awareness partially have a positive and significant effect on purchasing decisions. And the variables of product differentiation, word of mouth and brand awareness simultaneously have a positive and significant effect on purchasing decisions. And the product differentiation variable has the most dominant effect on purchasing decisions for Honda motorbikes at CV. Eka Karunia Motor Lamongan.

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Journal Info
Bisman (Bisnis dan Manajemen): The Journal of Business and Management
Website

Abbrev

bisman

Publisher

Universitas Islam Majapahit

Subject

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

Description

Bisman (Bisnis dan Manajemen): The Journal of Business and Management, is an electronic scientific journal published online twice per year or once per semester in February and August. Bisman (Bisnis dan Manajemen): The Journal of Business and Management has been rewarded e-ISSN 2614-6592 since 2018, ...