PENGARUH CITRA MEREK, HARGA, WORD OF MOUTH, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN MOTOR YAMAHA N-MAX PADA CLUB YAMAHA N-MAX SURABAYA

Abstract

Recently, in this era of modern globalization, there is strong competition in the world of trade along with the development of sophisticated technology in various fields, especially in automotive industry, i.e. motorcycle. The higher the society mobility at present, the mor direct effect will be given on its fulfillment of transportation’s needs. Therefore, this research aimed to find out the effect of brand image, price, word of mouth, and lifestyle on buying decision of Yamaha N-Max at Yamaha Club N-Max, Surabaya. While, the population was members of Yamaha Club N-Max, Surabaya. Moreover, the data collection technique used accidental sampling. In line with, there were 98 respondents as sample. Furthermore, the instrument used questionnaires. Meanwhile, the independent Variable was buying decision. In addition, the research result concluded brand image, price, word of mouth, and lifestyle had positive and significant effect on buying decision. For suggestion, Yamaha Company should keep and consider its brand image, price, word of mouth and lifestyle as it affected buying decision. Besides, for the next researcher, it suggested to have other variables in order to widen some factors which influenced buying decision.
Keywords: brand image, price, word of mouth, lifestyle, buying decision.