Pengaruh Iklan Dan Citra Merek (brand Image) Terhadap Keputusan Pembelian Sepeda Motor Merek Honda Pada Cv. Karisma Jaya Di Kabupaten Rokan Hulu

Suryani, Rini (2021) Pengaruh Iklan Dan Citra Merek (brand Image) Terhadap Keputusan Pembelian Sepeda Motor Merek Honda Pada Cv. Karisma Jaya Di Kabupaten Rokan Hulu. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to analyze advertising and brand image on purchasing decisions for Honda motorcycles at CV. Karisma Jaya in Rokan Hulu Regency. CV. Karisma Jaya is a company engaged in the sale and service of Honda motorcycles. This type of research is quantitative. According to Sugiyono (2013: 13), quantitative research methods can be defined as research methods based on the philosophy of positivism, used to study certain populations or models, examples of methodologies that are often carried out randomly, data collection using research tools, quantitative data or data with the intention of to test the goals that have been set. The population in this study are consumers who have made purchases of Honda Motorcycles at CV. Karisma Jaya in Rokan Hulu Regency. The sample is unknown so using the theory of Nares K Malhotra (2006; 291) which is 5x22 so the sample is 110 people. The data analysis technique used is multiple regression analysis. Based on the results of the study showed that partially or simultaneously the variable Advertising and Brand Image (Brand Image) had a positive and significant effect on the Purchase Decision of Honda Motorcycles at CV. Karisma Jaya in Rokan Hulu Regency. the contribution of the influence of the independent variable with the dependent variable is 41.7%, while the remaining 58.3% is influenced by other variables not included in this study.

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