PENGARUH CITRA MEREK DAN DESAIN PRODUK TERHADAP KEPUTUSAN PENGUNAAN MOTOR BAJAJ PULSAR (Pada Konsumen Di Komunitas Motor Pulsar)

  • Indra Dino Prastyo Program Studi Pendidikan Tata Niaga, Fakultas Ekonomi, Universitas Negeri Surabaya
  • Harti Harti Program Studi Pendidikan Tata Niaga, Fakultas Ekonomi, Universitas Negeri Surabaya
DOI: https://doi.org/10.26740/jptn.v8n3.p918-924

Abstract

Orientasi penelitian ini ialah guna memahami pengaruh citra merek beserta desain produk terhadap  keputusan penggunaan motor Bajaj Pulsar. keseluruhan sampel 70 orang memakai metode Purposive Sampling yaitu responden pengguna motor Bajaj selama 1 tahun. Pengumpulan data menggunakan angket. Analisis regresi linier berganda dipakai dalam mengerjakan data dengan dukungan aplikasi SPSS versi 21. Hasil penelitian menyatakan jika citra merek memiliki dampak secara signifikan terhadap keputusan penggunaan motor Bajaj Pulsar, desain produk berpengaruh positif dengan keputusan penggunaan motor Bajaj Pulsar. Secara simultan variabel citra merek dan desain produk berpengaruh positif dengan keputusan penggunaan motor Bajaj Pulsar.

Published
2020-12-02
How to Cite
Prastyo, I., & Harti, H. (2020). PENGARUH CITRA MEREK DAN DESAIN PRODUK TERHADAP KEPUTUSAN PENGUNAAN MOTOR BAJAJ PULSAR (Pada Konsumen Di Komunitas Motor Pulsar). Jurnal Pendidikan Tata Niaga (JPTN), 8(3), 918-924. https://doi.org/10.26740/jptn.v8n3.p918-924
Issue
Vol 8 No 3 (2020)
Section
Article

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