Brand Positioning Sepeda Motor Merek Honda Berpengaruh terhadap Keputusan Pembelian Konsumen

Hanif Aulawi • Andrie Kurniawan
Journal article Jurnal Administrasi Kantor • 2017 Indonesia

Abstract

 According to the Indonesian Motorcycle Industry Association, the total sales of Honda motorcycles in 2016 amounted to 4,380,888 units, meaning that of the total market share data of 5,931,285 units, PT Astra Honda Motor has contributed 73.86% of the market share in the national market. The number 73.86% is a very large number for market share. To get that number takes a very good brand position. This study aims to determine and analyze the influence of Honda brand motorcycle brand positioning on consumer purchasing decisions. The type of this research is causal associative research and data collection is done through questionnaires distributed to students of Higher Education Bina Insani and AMIK BSI Bekasi who had bought and used Honda brand motorcycles with the number of respondents 100 students. Data analysis method used is simple linear regression analysis. Data processing in this study using SPSS program version 17. The results obtained showed that brand positioning Honda motorcycles have a positive effect on consumer purchasing decisions.   Keywords: Honda, Purchase Decision, Brand position, Motorcycle.

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Jurnal Administrasi Kantor

Jurnal Administrasi Kantor merupakan jurnal ilmiah yang diterbitkan oleh Akademi Sekretari dan Ma... see more