文章基本信息

标题：PENGARUH BRAND AWARENESS, BRAND LOYALTY, PERCEIVED QUALITY, BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi Konsumen Sepeda Motor Matic Honda Scoopy Pada Dealer Honda Di Kota Banjarmasin)
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作者：Akbar Ariadi ; Meina Wulansari Yusniar ; Ahmad Rifani 等
期刊名称：JWM: Jurnal Wawasan Manajemen
印刷版ISSN：2337-5191
电子版ISSN：2527-6034
出版年度：2019
卷号：7
期号：3
页码：252-268
DOI：10.20527/jwm.v7i3.193
出版社：Universitas Lambung Mangkurat
摘要：T his research was aimed at examining and analyzing the effect of brand awareness, brand loyalty, perceived quality, brand image on the consumers’ purchasing decisions on the Honda Scoopy Matic Motorcycle at Honda Dealers in Banjarmasin. T his research was conducted on the basis of used the quantitative approach, by using questionnaires distributed to 200 respondents; and the units of analysis were consumers who have purchased a Honda Scoopy Matic Motorcycle in Banjarmasin. Data were analyzed by the use of Structural Equation Model (SEM). T he results of research showed that Brand Loyalty and Perceived Quality effected significantly to Consumers’ purchasing decisions, while Brand Awareness and Brand Image did not affect Consumers’purchasing decisions.
关键词：Brand Awareness; Brand Loyalty; Perception Quality; Brand Image and Consumer Purchase Decision.