ANALISIS PENGARUH DIFERENSIASI PRODUK, CITRA MEREK, PREFERENSI MEREK TERHADAP KEPUTUSAN PEMBELIAN
Abstract: This research is
based on the phenomenon of the emergence of various new brands, especially for
motorcycle matic category. Currently the market share of motorcycles matic
controlled by yamaha mio. This indicates the increasingly tight competition in
world sales of motorcycles in seizing the market. This study aims to examine
the effect of product differentiation variables, brand image and brand
preference on motor Matic Yamaha mio purchasing decision in Semarang city.
The number of samples of 100 respondents was taken by purposive sampling
technique. Data analysis method used is multiple regression analysis, where the
analysis include: validity test, reliability
test, classic assay
test, linear regression
test bergannda, t
test, F test,
test of determination.
The result of multiple regression analysis showed that all independent
variables of product differentiation (0,273), brand image (0,330) and brand
preference (0,284) have positive and significant relation to dependent variable
that is purchasing decision.
Keywords: product
differentiation, brand image, brand preference, purchasing decisions
Penulis: Yusuf Nurzaini,
Imroatul Khasanah
Kode Jurnal: jpmanajemendd180432
