Pengaruh Brand Image terhadap Pengambilan Keputusan Pembelian pada Motor Yamaha Mio ( Studi Kasus pada Konsumen yang Membeli Motor Yamaha Mio di PT BAF )

Abstract

One of the factors that influence purchase decisions by consumers is the brand image of a product that is owned by Yamaha mio. Yamaha mio has a positive brand image that consumers are interested in and make the decision to buy it. This study aims to determine how much influence Against Brand Image Yamaha mio Consumer Purchase Decision In Motor Yamaha Mio in PT.BAF. This research forms the associative method with a quantitative approach with a view to find how much influence among the variables X to variable Y brand image that is making purchasing decisions. With this method the authors are expected to explain the phenomenon that is based on the data and information obtained from the research. From the calculation of the product moment correlation, obtained rhitung of 0.486 which shows that there is a relationship between two variables and entered into the Medium category. Great influence on decision-making brand image purchase used formula determination results obtained by 23.61%. Means to achieve a purchase decision is influenced by the brand image of a product of 23.61%.