PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MOTOR SCUTER MATIC YAMAHA DI KOTA AMBON

Abstract

This study aims to determine and measure whether the variables
which include corporateimage brand image, user image and product
image simultaneously influence the purchasing decisions scuter matic
Yamaha motorcycle, and to determine which variables are the dominant
influence on purchase decisions scuter matic Yamaha motorcycle.The
research data was collected through questionaire distributed to 100 users
scuter matic Yamaha motorcycle in the city of Ambon. Collected data is
processed using SPSS 21 and analyzed using multiple regression
analysis.These results indicate that all variables brand image which
consists of corporate image (X1), the user image (X2) and product image
(X3) simultaneously and partially on purchasing decisions scuter matic
Yamaha motorcycle in the city of Ambon. While the variable product
image (X3) is the most dominant variable in influencing consumer
purchasing decisions.
Keywords: brand image, corporate image, user image, product image,
purchasing decisions