TA DIGITAL
Analisis Hubungan Brand Image Produk"Kawasan Kaze ZX 130" Dengan Keputusan Pembelian Konsumen Pada PT Sinargemala Sakti Semarang
The development in motorcycle manufacturing has led to a tighter competition between motorcycle brands to get more consumers. The image of a brand is one factor that influences prospective in purchasing decision.
The research was conducted at PT Sinargemala Sakti Semarang. The purposes of the research are to analyze the correlation between brand image of the product Kawasaki KAZE ZX 130 with consumer’s purchasing decision and to find out the contingency correlation between brand image of the product Kawasaki KAZE ZX 130 with consumer’s purchasing decision.
The research was carried out by distributing questionnaires to 40 buyers of the product which were chosen by using purposive sampling technique. The two variables used were brand association and favorability, strength, uniqueness of brand association. Data collected were analyzed using chi-square and contingency coefficient.
The analysis showed that the variable brand association had a 2 value of 13,542 and C value of 0,523 and the difference between C and Cmax was 0,391.
The variable favorability, strength and uniqueness of brand association had a 2 value of 13,152 and C value of o,497 and the difference between C and Cmax was 0,397. It can be concluded that both variables of brand image have a enough strong correlation with consumer purchasing decision and that the variable brand association has the stronger correlation with purchasing decision.
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