PENGARUH BRAND EQUITY DAN PROMOTION MIX TERHADAP KEPUTUSAN PEMBELIAN SUKU CADANG SEPEDA MOTOR HONDA DI CV SAMI JAYA MOTOR
- TA Mahasiswa
- Robi Nugraha
- 24023115317 - S1 Manajemen
Abstrak
This research was conducted to perceive the effect of brand equity and promotion mix on purchase decision on Honda motorcycle spare part at CV Sami Jaya Motor. This research uses a descriptive method. The respondents from this research were 97 respondents who were selected by using purposive sampling technique. The analysis technique used in this study is multiple regression analysis with SPSS 20 program. Research results for partial test (t-test), the variable of brand equity affect purchase decision and promotion mix affects purchase decision. The conclusion of this study is partially there is influence of brand equity variables on purchase decision and there is a variable effect on promotion mix on purchase decision.
Key Words: Brand equity, Promotion mix, Purchase Decision
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