Detail Inovasi Perguruan Tinggi


Tema: MARKETING
Judul: PENGARUH BRAND REPUTATION, BRAND COMPETENCE , DAN BRAND LIKING TERHADAP KEPUTUSAN PEMBELIAN
Perguruan Tinggi: Sekolah Tinggi Ilmu Ekonomi Kesatuan
Jenis/sdm: dosen/0417026502

Tahun: 2017

Brand reputatio
n, is a brand that refers to a person to assume that such brand is
good and reliable. Brand competence is the ability of product to solve problems faced
by its customers, and meet their needs. Brand liking is a particular fondness of one
party against anot
her party because these parties find that the other party favorable
and suitable. Purchase decision is the stage in the buyer's decision making process,
where consumers actually buy the product. This study is to determine the effect of brand
reputation, br
and competence and brand liking, on purchasing decision of the
consumers of motorcycle Yamaha V
-
Ixion.
This research uses a survey approach to retrieve data using questionnaires with
respondents of 100 consumers of motorcycle yamaha v
-
Ixion in Bogor. Base
d on the
calculations, the table variable regression equation brand reputation 0.005 states that
each additional values
in brand reputation will give rise to a score of 0.005. While the
table variable regression equation brand competance 0.090 states tha
t each additional
values of variables brand competence will give rise to a score of 0.090. And table
variable regression equation of brand liking of 0.531 states that each additional values
of brand liking will give rise to a score of 0,531. From the analy
sis of determination
test, brand reputation, brand competence and brand liking, on the purchasing decision
is of 0.247, this indicates the relationship between the independent variables are brand
reputation, brand competence, and the dependent variables pu
rchasing decisions by
24.7%.
Keywords: Brand Reputation, Brand Competence, Brand Liking, Purchasing Decisions