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

TL;DRAbstract

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 q

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