PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SEPEDA MOTOR HONDA DI CV. BUANA JAYA CEMERLANG BANJAR

Abstract

The type of research used in this study is a quantitative approach to the type of research based on the level of explanation that is associative. Statistical method used in this research is Product Moment Method correlation, assisted with SPSS 20.0 program. The sampling technique using simple random sampling so that obtained the number of samples of 81 consumers. Based on the results of the analysis, respondents of Brand Image in CV Buana Jaya Cemerlang Banjar, obtained a total score of 4959 or 81.22% is located in both categories and responses regarding purchasing decisions on Honda Motorcycle products in CV Buana Jaya Cemerlang Banjar is located in good category, Obtained the correlation coefficient of 0,540 is in the medium category and the influence between the variables is 29.16% the rest of 70.84% is the influence of other factors that are not researched among promotions, company policies, and so forth. Hypothesis test stated there is significant influence of brand image to purchase decision on Honda Motorcycle product in CV Buana Jaya Cemerlang Banjar.