Pengaruh Citra Merek dan Harga terhadap Keputusan Pembeian Sepeda Motor Second di Kabupaten Demak

Abstract

Brand image and price is important factor in purchasing decision of
secondmotorcycle in Demak. Motorcycles as basic needs, but the uneven incomes
become obstacles for people to buy a new motorcycle, and switched from a new
motorcycle to secondmotorcycle in which a showroom.
The purpose of the study, to know the influence of brand image and the price
of purchasing a motorcycle second in Demak. The type of research used explanatory
research with sample 100 respondents who already bought a second motorbike in the
showroom at Demak. The Sampling technique used accidental sampling and
purposive sampling.
Results and discussion. The majority of respondents (74%) said a good brand
image, but a small proportion of respondents (8%) said was good enough. Most
respondents (80%) said affordable, however there is a small proportion of
respondents (13%) stated quite affordable. The majority of respondents (62%) said
the high purchasing decision, but there is a small proportion (1%) respondents
expressed low. Theres the influence of brand image against a purchasing decision,
evidenced by the results of the calculation of the correlation analysis test of 0.293
with the level low, contributing brand image towards purchasing decision only
amounted to 8,6%. There is the influence of the price of the purchase, evidenced by
the correlation analysis test of 0.262 with level low, the contribution rates against
purchasing decision only amounted to 6,9%. There is the influence of the brand
image and price of purchase, evidenced by the correlation analysis test 0.332 with
level low. contributions to the brand image and price of purchase amounted to 11%.
Conclusions and suggestions, there is a positive influence between brand
image and price of purchase decisions partially or simultaneous. Recommended for
business owners of showroom for maintaining and observing the quality of the
second motorcycle, because consumers choose a motorcycle second because of its
quality.