PENGARUH KESADARAN MEREK DAN LOYALITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA SEPEDA MOTOR YAMAHA NMAX

Abstract

This research aimed to examine the effect of brand awareness and brand loyalty on the purchasing decision, at Yamaha Nmax motorcycle at kemlaten dealer Surabaya. Population of this research used customers who had purchased Yamaha Nmax Motorcycle at kemlaten Dealer Surabaya. The data Source of this research used primary data. Furthermore, the samples were 100 respondents that were collected through non probability sampling method. Moreover, the research analysis used multiple linear regressions analysis with the instrument of SPSS (Statistical Product and Service Solution). The result of this research using feasibility test indicated that the model was feasible to use in this research. Meanwhile, the t-test showed that the variables of brand awareness and brand loyalty gave significant and positive effect on the purchasing decision. This study realizes that in carrying out this research there are very many limitations, including: (1) The use of the questionnaire method in this study there is a possibility of bias, (2) Research results this is based on the conditions for now, if at any time there is a change in circumstances that causes a difference in purchasing decisions on Yamaha Motorbikes from variant models.
Keywords: brand awareness, brand loyalty, purchasing decision.