ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR (Studi pada pelanggan PT Yamaha Agung Motor Semarang)

Abstract

This research is based on a competition in the motorcycle market that is dominated by the big four, they are Honda, Yamaha, Suzuki and Kawasaki. Those brands are fully taking controll or the market in Indonesia. In particular, this study reviews how Yamaha attempt to increased sell their produk in market that is currently dominated by Honda. The problem of this study is “whether brand equity elements in Yamaha motorcycle can influences consumer’s buying decision for Yamaha motorcycle in PT Yamaha Agung Motor Semarang?” This study examines brand equity elements that consist of brand awareness, perceived quality, brand association, and brand loyalty. The aim of this study is analyze the influences of the fourth brand equity elements on consumer’s buying decision for Yamaha motorcycle. This research was conducted with a questionnaire to 100 consumer PT Yamaha Agung Motor Semarang obtained by using accidental sampling techniques. Then conducted an analysis of data obtained in the form of quantitative and qualitative analysis. Quantitative analysis involves the validity and reliability testing, test classic assumptions, multiple regression analysis, Goodness of Fit test through regression coefficient (R2), F test and t test. Qualitative analysis is an interpretation of the data obtained in this study and the results of data processing is carried out by giving a description and explanation. The data that have met the test of validity, reliability, and test the assumptions of classical processed to produce a regression equation as follows: Y = 0,194 X1 + 0,194 X2 + 0220 X3+ 0,360 X4 These results indicate that all the independent variables tested are positive and significant impact on consumer’s buying decision through the F test and t test, whereas the number Adjusted R Square of 0.436 indicates 43,6% of the variation in consumer’s buying decision PT Yamaha Agung Motor Semarang which can be explained by the fourth independent variable, where the remaining 56,4% is explained by other factors outside of the study.