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Pengaruh Citra Merek, Kualitas Produk, Harga dan Kesadaran Merek terhadap Keputusan Pembelian Mobil Honda Mobilio di Kota Semarang

*Audita Devita Laksmitadewi  -  Jurusan Ilmu Administrasi Bisnis, Indonesia
Saryadi Saryadi  -  Jurusan Ilmu Administrasi Bisnis, Indonesia
Sendhang Nurseto  -  Jurusan Ilmu Administrasi Bisnis, Indonesia

Citation Format:
Abstract
The car is a land transportation that loved by many people. Like Indonesia which
grow in crowded people causes Indonesia’s families choose car as their main transportation,
mainly Low MPV. One of popular automotive industry is Honda. Honda produce Low MPV,
named Mobilio. Since launched at January 2014, Mobilio can get the second position of Low
MPV, which it below Toyota Avanza.
This research aim is to find the influence of brand image, product quality, price and
brand awareness to buying decision of Honda Mobilio. This research is include in
explanatory and using 96 respondent as research sample from Mobilio’s consument in
Semarang. The sample was taken by using nonprobability sampling and purposive sampling.
Data were collected using questioner and was analyzed using simple linear regression,
multiple linear regression, correlation coefficient, determination coefficient, t test and F test.
The questioner was tested by using validity and reliability test.
The result of this research showed that there positive impact and significant between
brand image, product quality, price and brand awareness towards buying decision of Honda
Mobilio in Semarang either partially or simultaneously. The variable brand image is the
greatest effect on buying decision of Honda Mobilio in Semarang than product quality, price
and brand awareness. Base on the result of this research, it can be concluded that there is
influence of brand image, product quality, price and brand awareness to buying decision of
Honda Mobilio. It means that improving brand image, product quality, price and brand
awareness can also increasing buying decision of Honda Mobilio.
Advice can be given for Honda and the need to increase product quality be done by
repairing and doing inovation, also increase brand awareness be done by intensive promotion
so buying decision of Mobilio will be increase.
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Keywords: Brand Image, Product Quality, Price, Brand Awareness, Buying Decision

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