HUBUNGAN ANTARA CITRA MEREK DAN MOTIVASI KONSUMEN DENGAN KEPUTUSAN PEMBELIAN SEPEDA MOTOR MEREK YAMAHA PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA

Rifandi, Wahyu (2016) HUBUNGAN ANTARA CITRA MEREK DAN MOTIVASI KONSUMEN DENGAN KEPUTUSAN PEMBELIAN SEPEDA MOTOR MEREK YAMAHA PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

Wahyu Rifandi. The correlation between brand image and consumer motivation with purchase decision of motorcycle brand Yamaha on students Faculty Economy at the Universitas Negeri Jakarta. Skripsi. Jakarta: Study Program of Commerce Education. Faculty of Economics. Universitas Negeri Jakarta. 2016. This study aims to gain the proper knowledge to obtain empirical data and facts are accurate, legitimate, valid, and can be trusted and relied on the relationship between brand image with purchase decision, consumer motivation with purchase decision of motorcycle brand Yamaha on college students Faculty Economy at the State University of Jakarta. This study used survey method with the correlational approach. This type of research is using descriptive research. The Place of research conducted at the Faculty of Economics, University of Jakarta. The population in this study is college students Faculty Economy at the State University of Jakarta. While the sample in this study is college students Faculty Economy at the State University of Jakarta who have motorcycle brand Yamaha as many as 100 people. The sampling technique was used purposive sampling. The collection of data by distributing questionnaires. While the technique of analysis of this study using SPSS version 23. The hypothesis of this study indicate that: (1) There is a positive relationship between brand image with purchase decision , the hypothesis is proved by the value of r = 0.598 and tcount (7.383) > ttable (1.984). (2) There is a positive relationship between consumer motivation with purchase decision , the hypothesis is proved by the value of r = 0.386 and tcount (4.141) > ttable (1.984). Simple regression equation obtained was Ŷ = 26.708 + 0.991 (X1) dan Ŷ = 32.074 + 0.726 (X2). The ability of the variable brand image to describe the partial purchase decision from the result of determination (R2) 0.357 it means 35,7% variable purchase decision influenced by variable brand image and the rest influenced by other factors outside of brand image. While The ability of the variable consumer motivation to describe the partial purchase decision from the result of determination (R2) 0.149 it means 14,9% variable purchase decision influenced by variable consumer motivation and the rest influenced by other factors outside of brand image.

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