Pengaruh Brand Image dan Lokasi Terhadap Keputusan Pembelian Sepeda Motor Honda Spacy pada Showroom 786 Motor Medan

Abstract

This study aims to determine "The influence of brand image and location to the purchase decision of motorcycle honda spacy at the showroom 786 motor terrain". The type of data in this study is associative is a study that is asking the relationship between two variables. The population in this study all consumers amounted to 50 people. Data collection techniques in the form of distributing questionnaires to all consumers. The value of t_count obtained 3,240 where t_table value at a 5% 2,220 mean positive. The value of p-value on column sig 0.002 <0.05 means significant. This explains that the brand image has a positive and significant effect on purchasing decisions in the 786 field motor showroom. The value of t_count obtained 6.839 where the value of t_table at a 5% 2,220 means positive. The p-value value in the 0.000 sig <0.05 column means significant. This explains that the location has a positive and significant effect on the purchasing decision in the 786 field motor showroom. Value F_count> F_table obtained 102,898> 3.18 means positive. While the value of p-value obtained on the column sig 0.000 <0.05 means significant. Thus it can be concluded that the brand image and location simultaneously can have a positive and significant effect on purchasing decisions in the 786 field motor showroom. Based on the calculation of coefficient of determination, can be seen adjusted R square value obtained by 0.806. This figure shows that 80.6%. Purchasing decisions (dependent variable) can be explained by the variables of the brand image factor and location. The remaining 19.4% is influenced by other factors not described in this study.