PENGARUH DESAIN PRODUK DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN HONDA NEW SONIC 150R (STUDI PADA PENGGUNA HONDA NEW SONIC 150R DI KOTA SURABAYA)
Abstract: As time passes, the
need for transportation increases, both to support one's daily activities or
work. Transportation is a vital human need in carrying out every activity. This
also encourages automotive companies to continueinnovate to develop their
products in order to meet needs of society. One of the motorcycle manufacturers
inIndonesia, who always present product innovation in the form of quality
product design is PT AHM Honda, with their latest product variant through Honda
New Sonic 150R. This study aims to determine and analyze the influence of
product The purpose of this research is to know and analyze the influence of
product design and celebrity endorser to the decision of purchasing motorcycle
of Honda New Sonic 150R. Respondents in this study are users of the New Sonic
150R motorcycle aged minimal, and have seen the Sonic 150R ads on television
with celebrity endorser Al Ghazali. The method of determining the sample in
this study using non-probability sampling with the selection of purposive
sampling technique in this study the number of samples taken as much as 220
respondents. Data collection techniques used in this study is to use a
questionnaire with the research measured using Likert scale. Data analysis
technique used by using multiple linear regression analysis with SPSS 18
program. The result of this research indicates that there is significant
influence of product design and celebrity endorser to the decision of
purchasing of New Sonic 150R motorcycle.
Keywords: product design,
celebrity endorser, purchase decision
Penulis: Mochammad Arif
Wicaksono
Kode Jurnal: jpmanajemendd180468
