Electronic Theses and Dissertation

Abstrak eska winsee siahaan (2023). pengaruh brand image dan promotion terhadap keputusan pembelian sepeda motor kawasaki di pt meganusa semesta showroom dealer kawasaki cabang aceh. sepeda motor menjadi pilihan alternatif yang digunakan konsumen untuk beraktivitas karena dianggap lebih efektif dan efisien dalam proses pemenuhan kebutuhan, juga digunakan sebagai alat pemuas keinginan sebagai pelengkap gaya hidup. penelitian ini bertujuan untuk mengetahui adakah pengaruh brand image dan promotion terhadap keputusan pembelian sepeda motor kawasaki. populasi penelitian adalah konsumen pt. meganusa semesta yang telah membeli sepeda motor kawasaki dengan menggunakan teknik simple random sampling. pengumpulan instrumen menggunakan kuesioner dimana pengisian kuesioner atau angket dalam penelitian ini menggunakan pertanyaan tertutup (closed questions) dan dalam daftar penelitian sudah disediakan alternatif jawaban, penyebaran kuesioner (angket) menggunakan bantuan google form. pada analisa data menggunakan regresi linear berganda, uji t dan uji f pada taraf signifikansi 0,05 serta uji determinasi setelah prasyarat pengujian terpenuhi. berdasarkan hasil penelitian diketahui bahwa: 1) brand image berpengaruh positif dan signifikan terhadap keputusan pembelian sepda motor kawasaki, 2) promotion berpengaruh positif dan signifikan terhadap keputusan pembelian sepeda motor kawasaki, 3) brand image dan promotion secara simultan atau bersama-sama mempengaruhi keputusan pembelian sepeda motor kawasaki di pt. meganusa semesta secara positif dan signifikan. hasil uji determinasi bahwa keputusan pembelian dipengaruhi oleh brand image dan promotion sebesar 18,6% dan sisanya sebesar 81,4% dipengaruhi oleh variabel lain yang tidak dijelaskan dan diteliti dalam penelitian ini. kata kunci: brand image, promotion, keputusan pembelian  

ABSTRACT Eska Winsee Siahaan (2023). The Influence of Brand Image and Promotion on Purchase Decisions of Kawasaki Motorcycles at PT Meganusa Semesta Showroom Kawasaki Dealer Aceh Branch. Motorcycles are an alternative choice used by consumers for activities because they are considered more effective and efficient in the process of fulfilling needs, as well as being used as a means of satisfying desires as a complement to lifestyle. This study aims to determine whether there is an influence of brand image and promotion on purchasing decisions of Kawasaki motorcycles. The research population is consumers of PT. Meganusa Semesta who has purchased a Kawasaki motorcycle using a simple random sampling technique. The collection of instruments used a questionnaire where filling out questionnaires or questionnaires in this study used closed questions and alternative answers were provided in the research list, distributing questionnaires using the help of the Google form. In data analysis using multiple linear regression, t test and f test at a significance level of 0.05 and a determination test after the prerequisites of the test are met. Based on the research results it is known that: 1) Brand image has a positive and significant effect on the purchasing decision of Kawasaki motorcycles, 2) Promotion has a positive and significant effect on the purchasing decision of Kawasaki motorcycles, 3) Brand image and promotion simultaneously or jointly influence purchasing decisions Kawasaki motorcycles at PT Meganusa Semesta positively and significantly. The results of the determination test show that the purchase decision is influenced by brand image and promotion by 18.6% and the remaining 81.4% is influenced by other variables not explained and examined in this study. Keywords: Brand Image, Promotion, Purchase Decision