Pengaruh Faktor Perilaku Konsumen Terhadap Keputusan Pembelian Honda Scoopy Smart Key
DOI:
https://doi.org/10.31004/jptam.v6i2.4369Keywords:
keputusan pembelian, perilaku konsumen, smart keyAbstract
Suatu merek yang berhasil dalam mencapai target sasaran dominan menggunakan strategi periode. Keputusan konsumen dalam menentukan produk dengan dasar perkembangan teknologi. Teknologi yang berkembang mampu menciptakan produk unggulan dari berbagai bidang. Persaingan ketat antar perusahaan didukung dengan kebutuhan konsumen yang meningkat. Kebutuhan konsumen yang sangat selektif dan perusahaan perlu merancang strategi pemasaran yang efektif. Penelitian ini untuk mengetahui pengaruh perilaku konsumen dengan aspek Brand Image, Brand Experience, Brand Loyalty, Brand Personality dan Brand Identity secara parsial dan simultan terhadap keputusan pembelian Honda Scoopy Smart Key. Metode analisa menggunakan regresi linier berganda dengan jumlah sampel 150 responden. Penelitian ini menunjukkan bahwa adanya pengaruh parsial dan simultan terhadap variabel tersebut. Aspek Brand Image sebesar 2,635, Brand Experience sebesar 2,659, Brand Loyalty sebesar 2,956, Brand Personality sebesar 3,072 dan Brand Identity sebesar 11,832 memiliki nilai simultan sebesar 33,134 satuan dengan keberhasilan pada determinasi sebesar 69,1% terhadap keputusan pembelian Honda Scoopy Smart Key.
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