Skripsi

PENGARUH BRAND IMAGE DAN DISKON TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK ALL NEW HONDA BR-V DI SHOWROOM HONDA MAJU MOTOR TJ.API-API PALEMBANG.

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Penilaian

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This research aims to determine how brand image and discounts influence the purchasing decisions of All New Honda BR-V products at Honda Maju Motor Tj. Api-api Palembang showroom. The research method employed is quantitative with a descriptive approach. The data used in this study are primary data, and the sampling technique is purposive sampling. The sample consists of 143 respondents who are Honda BR-V users that made purchases at the Honda Maju Motor Tj. Api-api Palembang showroom during the discount period from July 2022 to January 2023. The results of this study, in partial, show significance obtained for the brand image variable as 0.000, which is smaller than 0.05, and for the discount variable as 0.058, which is larger than 0.05. This indicates that the brand image variable has a significant partial effect on purchasing decisions, while the discount variable does not have a significant partial effect on purchasing decisions. Based on simultaneous testing, a significance value of 0.000 < 0.05 is obtained, allowing us to conclude that brand image and discounts collectively have a significant impact on purchasing decisions.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2407000607	T138822	T1388222024	Central Library (Referens)	Available

Detail Information

Series Title

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Call Number

T1388222024

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2024

Collation

xvii, 83 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.810 7

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

-

Subject(s)

Prodi Manajemen, Manajemen Pemasaran

Specific Detail Info

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Statement of Responsibility

MURZ

Other version/related

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