PENGARUH EKUITAS MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR MATIC HONDA VARIO

Abstract

CV. Cendana Motor Sukorejo is one of the official Honda dealer in Sukorejo. Over the last 5 years of sales, Honda
Vario had fluctuating movement. In 2013, Honda Vario sales amounted to 133,36%. But in 2014, Honda Vario had
decreased to 39,23%. This research aims to determine the extent of the influence of brand equity (X1) and
promotion (X2) against the purchase decisions (Y) Honda Vario motorcycle in CV. Cendana Motor Sukorejo. This
type of research is explanatory research, with a population that is all consumer who purchase and use of Honda
Vario motorcycles. The sample used in this research as many as 100 respondents with techniques of sampling used
a purposive Sampling method. Data collection technique on this research using interview and questionnaire. Data
analysis technique using validity test, reliability test, simple linear regression, multiple linear regression, t test and
F test with the tools SPSS 16.0. The result of this research shows that brand equity variable has significant effect to
the purchase decisions of Honda Vario motorcycle 52,4%. The promotion variable has also significant to the
purchase decisions of Honda Vario motorcycle 34,9%. Brand equity an promotion variable have effect to the
purchase decisions 53,1%. According to the result of this research, inferential that the customer perception about
brand equity and promotion in the strong category and the purchase decisions has significant effect. So, the
company suggested to strengthen brand equity and increasing marketing strategy especially sales promotion of
Honda Vario motorcycle.