PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR SPORT YAMAHA R15 DI DEALER PANGGUNG MOTOR SOLO

Abstract

With the opening of global markets, so the employer is required to do improvement of its
performance in order to fulfill the quality of products or services which is desired by the market
(consumers). Consumers is knowing of brand image as the most important part of a product,
because the brand image reflects about a product. The research‟saim was to determine the
effect of Brand Image both jointly and partially to Keputusan Pembelian Sepeda Motor Yamaha
R15 di Dealer pangging Motor Solo. The variables studied were Corporate Image (X1), User
Image (X2) and Product Image (X3) as the independent variable, and KeputusanPembelian (Y)
as the dependent variable. The total sample of 100 respondents was taken by Accidental
Sampling technique of the population, namely the consumers who use Sepeda Motor Sport
Yamaha R15 Di Dealer Panggung Motor Solo. Statistical analysis method used was multiple
linear regression with data processing tools SPSS version 16. With the constant description of
7.902 indicates that when variables Corporate Image, User Image, and Product Image
constants or 0 then the purchasing decisions of 7.902. To improve Corporate Image by 1 so as
to improve the purchasing decision amounted to 0,439. In an ever User Image by 1 so as to
improve the purchasing decision by 0.298. Each additional Product Image by 1 so as to improve
the purchasing decision by 0.385. From the results of the t test variable Corporate Image (X1),
User Image (X2), and Product Image (X3) partial effect on purchasing decisions. And the
results of tests F Corporate Image (X1), User Image (X2), and Product Image (X3)
simultaneously on purchasing decisions. Thus, the hypothesis can be accepted.
Key word: Brand Image, Corporate Image, User Image dan Product Image