Pengaruh Citra Merek dan Keluarga terhadap Keputusan Pembelian Honda Beat

Abstract

Developments and advances in technology have a positive impact for the emergence of a new variant matic motorcycle in Indonesia. Honda Beat is one of the brands that are excellent Honda’s matic, a remarkable achievement as evidenced by sales of 1,033,928 units, as many as 43,4% of the total sales of Honda’s matic in 2011 and have increased continuously since 2008. This is evidenced by the highest sales in the PT. Mitra Pinasthika Mustika Surabaya dominated by Honda Beat. This study attempts to explain causal relationships between brand image and influence family purchasing decisions Honda Beat in PT. Mitra Pinasthika Mustika Surabaya. The population inthis study is the owner or user of the Honda Beat with age 17-50 involved in the buying decision process. The number of samples in this study were 55 respondent. The sampling technique used was judgment sampling and using a multiple linear regression analysis.
Keywords: brand image, family, purchasing decision.