PERDANA, WAHYU (2012) PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA MEGAPRO PADA DEALER HONDA BERKAH PRATAMA BEKASI. S1 thesis, Universitas Negeri Jakarta.
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Abstract
ABSTRACT Wahyu Perdana, 2012; The Influence of Brand Image and Price Towards Purchasing decisions: Survey on Honda Megapro Costumer at Berkah Pratama Dealer, Bekasi. Advisory Team: Dr. Mohamad Rizan, SE, MM., M.Si., Agung Kresnamurti, ST, MM. This study aims to describe clearly about Brand image, Price and Pruchasing Decisions on Honda Megapro Costumer at Berkah Pratama Dealer, Bekasi. The second objective is to test the influence of brand image on purchasing decisions. The third objective is to test the influence of price on purchasing decisions. And the fourth objective is to test the simultaneously the influence between brand image and price to purchasing decisions. Population of the research is notebook Hewlett Packard costumer on Jayabaya University East Jakarta. Sampling totaled 107 respondents using nonprobability sampling method. While part of nonprobability sampling used was convenience sampling. The research was carried out quantitatively, descriptive and causal research design,and use survey methods. Analysis of the research was conducted using SPSS 19 for data processing. The results of the t test shows the brand image and purchasing decisions significantly influence the significance value X to Y (0.000), and price and purchasing decisions are also significantly influence the value of significance X21 to Y (0.000) both are not greater than 0.05. The results of F test simultaneously indicates brand imange and price influencing significantly to purchasing decisions (0.000). And the result of determination analysis in this study shows the variations in the value of purchasing decisions that is described in the variable brand image and price by 46.5%. While the remaining 53.5% are influenced or explained by other variables that are not included in this research model. Keywords: Brand image, price, purchasing decisions.
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