ANALISIS BRAND AWARENESS, BRAND ASSOCIATION PERCEIVED QUALITY DAN PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN

Abstract

As for intention of this research is to analyses influence of awareness brand to decision of
purchasing of motorbike of Honda in Kecamatan Kaliwungu Kabupaten Kendal, to analyse
influence of assosiation brand to decision of purchasing of motorbike of Honda to analyse
influence of perceived of quality to decision of purchasing of motorbike of Honda and to
analyses influence of awareness brand, assosiation brand and perceived of quality to
decision of purchasing of motorbike of Honda. In this research of population which in using
is all user of motorbike parrot brand of Honda exist. Amount of taken sample will be rounded
up to become 100 responder with its intake method of him is the non sampling probality.
Data analyzer which is used in this research is validity test, test reliability, analyses doubled
regression, examination of coefficient and hypothesis of determination. Pursuant to result of
analysis hence can be concluded as follows there are influence which is significant between
awareness brand to Decision of purchasing, there are influence which is significant among
association brand to Decision of purchasing, there are influence which is significant among
perceived of quality to decision of purchasing, there are influence which is significant among
awareness brand ( X1), association brand ( X2) and perceived of quality ( X3) to decision of
purchasing ( Y) and Coefficient value of determination ( Adjusted R Square) is equal to 0,596
or 59,6% meaning variable constribution of brand awareness ( X1), association brand ( X2)
and perceived of quality ( X3) to Decision of purchasing ( Y) equal to 77,6% and the rest
40,4% influenced by other factors.
Keyword : Brand Awareness, Brand Association, Perceived Quality, Decision of Purchasing