PENGARUH BRAND AWARENESS, BRAND ASSOCIATION, PRODUCT ATTRIBUT, DAN BRAND PERSONALITY TERHADAP MINAT BELI
ULANG
(Studi terhadap pengguna sepeda motor matik Honda Vario di Salatiga)
Oleh :
Sandy Putra Pradana 212007130
Progdi Manajemen, Fakultas Ekonomika dan Bisnis Universitas Kristen Satya Wacana
ABSTRACT
This study aims to determine how is the effect of brand awareness, brand
association, product attributes and brand personality on buying interest in
Honda Vario.
This study took a sample of 200 respondents with a population of Honda Vario
automatic motorcycle users in Salatiga by the method of judgmental sampling.
Data have been obtained from the questionnaires and then processed using the
technique of multiple regression analysis.The results showed that brand
awareness and brand personality does not affecting significantly the re buying
interest of Honda Vario, while Brand Association and Product.
attributes significantly influence re-buying interest Honda Vario.Accordingly,
these would be better on the way if PT.AHM Motor further increase of the
brand awareness and strong brand personality in their products, because it
would became an important reference on the next purchasing of Honda Vario
automatic motorcycle.
Keywords: brand awareness, brand association, product attributes, brand
PENGARUH BRAND AWARENESS, BRAND ASSOCIATION, PRODUCT ATTRIBUT, DAN BRAND PERSONALITY TERHADAP MINAT BELI
ULANG
(Studi terhadap pengguna sepeda motor matik Honda Vario di Salatiga)
Oleh :
Sandy Putra Pradana 212007130
Progdi Manajemen, Fakultas Ekonomika dan Bisnis Universitas Kristen Satya Wacana
Saripati
Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh brand
awareness, brand association, product attribute dan brand personality terhadap
minat beli ulang sepeda motor Honda Vario.
Penelitian ini mengambil 200 sampel responden dengan populasi pengguna sepeda motor matik Honda Vario di Salatiga dengan menggunakan metode judgemental sampling.data yang telah diperoleh dari kuesioner kemudian diolah dengan menggunakan teknik analisis regresi berganda. Hasil penelitian menunjukkan bahwa brand awareness dan brand personality tidak berpengaruh signifikan terhadap minat beli ulang sepeda motor matik Honda Vario, sedangkan
Brand Association dan Product attribute berpengaruh signifikan terhadap minat
beli ulang sepeda motor matik Honda Vario. Dengan demikian sebaiknya PT. AHM Motor lebih meningkatkan kesadaran merek dan personalitas merek yang kuat dalam produknya, karena hal tersebut akan menjadi referensi konsumen dalam melakukan pembelian ulang produk sepeda motor matik Honda Vario. Kata kunci : brand awareness, brand association, product attribute, brand
