PENGARUH BRAND AWARENESS DAN PERCEIVED QUALITY TERHADAP KEPUTUSAN PEMBELIAN (Survei Kepada Konsumen Pemilik Honda Beat Pada Dealer Honda Margo Mulya Motor Pasar Minggu, Jakarta Selatan)

HARIYANTO, TRIO (2013) PENGARUH BRAND AWARENESS DAN PERCEIVED QUALITY TERHADAP KEPUTUSAN PEMBELIAN (Survei Kepada Konsumen Pemilik Honda Beat Pada Dealer Honda Margo Mulya Motor Pasar Minggu, Jakarta Selatan). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Trio Hariyanto, 2013; The Influence of Brand Awareness and Perceived Quality towards Decision Purchasing Honda Beat . Undergraduate Thesis: Jakarta, Concentration of Marketing Management, Management Study Program, Department of Management, Faculty of Economics, State University of Jakarta. Advisory team: Dr. Mohamad Rizan, SE., MM. & Dra. Basrah Saidani, M.Si.. The purposes of this research are: 1) To know the description of brand awareness and perceived quality and the influence of them towards purchase decision of Honda Beat. 2) To test empirically the influence of brand awareness towards purchase decision of Honda Beat. 3) To test empirically the influence of perceived quality towards purchase decision of Honda Beat. 4) To test empirically the influence of brand awareness and perceived quality simultaneously towards purchase decision of Honda Beat. The analysis implemented in this research are descriptive and causal analysis. This research is taken 98 consumers of Honda Beat at dealer MM Motor while data was collected by using questionnaire and processed using SPSS 18. The result shows that partially brand awareness has a positive and significant impact toward purchase decision. Then, partially perceived quality also has a positive and significant impact toward purchase decision. Simultaneously, brand awareness and perceived quality and significant impact toward purchase decision. The empirical findings indicate that to create the purchase decision, Honda Beat need to consider brand awareness and perceived quality because those factors shown to affect the level of purchase decision. Keywords: Brand Awareness, Perceived Quality, Purchase Decision

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