The influence of brand image, brand preferences and brand trust on purchase decisions on Honda Brio (case study on Honda Brio consumers Purwokerto)

MANDIRI, Bagus (2019) The influence of brand image, brand preferences and brand trust on purchase decisions on Honda Brio (case study on Honda Brio consumers Purwokerto). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

The purpose of this study was to find out and analyze the influence of brand image, brand preference and brand trust on Honda Brio purchasing decisions. The sample in this study were 120 respondents who were Honda Brio customers in Purwokerto. Convenience sampling method was used in determining the sample of this study. Data were analyzed using multiple linear regression with SPSS version 25 stattistical software. The results of this study indicate that, (1) Brand image has a positive influence on purchasing decisions of Honda Brio in Purwokerto. (2) Brand preferences has a positive effect on purchasing decisions of Honda Brio in Purwokerto. (3) Brand trust has a positive effect on purchasing decisions of Honda Brio in Purwokerto.

Item Type: Thesis (Skripsi)
Nomor Inventaris: C19106
Uncontrolled Keywords: Brand image,brand preferences,brand trust
Subjects: B > B337 Brand name products
P > P668 Purchasing
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Mrs Roida Roida
Date Deposited: 11 Aug 2020 08:42
Last Modified: 11 Aug 2020 08:42
URI: http://repository.unsoed.ac.id/id/eprint/3241

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