Enggar, Surwiansih (2023) Pengaruh Faktor-faktor Ekuitas Merek Sepeda Motor Yamaha Terhadap Keputusan Pembelian Masyarakat Pangkalan Kerinci. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to analyze the influence of brand equity of Yamaha brand motorcycles on consumer purchasing decisions in the base of Kerinci district. The variables of this research are brand equity and purchasing decisions. The sample criteria in this study are consumers who use Yamaha NMax automatic motorbikes. The sample used in this study was 50 respondents who were taken using purposive sampling and the data collection method used a questionnaire. The analytical method used is descriptive analysis method and statistical analysis is using simple linear regression, and testing the hypothesis using the t test. The results of this study indicate that the brand equity variable has a positive and significant effect on the decision to purchase a Yamaha NMax motorcycle.

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