PENGARUH PROMOSI PENJUALAN DAN CITRA MEREK TERHADAP NIAT BELIPRODUK YAMAHA NMAX(Studi Pada Komunitas Pemilik Sepeda Motor Premium Di Surabaya Pusat)

RISKI BAGUS PRASETYA

Abstract


Yamaha Nmax scooter matic is newly issued in February 2015. Sales of Yamaha Nmax very rapidly even if the
campaign carried out quite a bit and the brand image of Yamaha is still inferior to its competitors. This study aims
to determine the sales promotion and brand image on purchase intentions the product yamaha Nmax Study on
Community premium motorcycle owners in Surabaya. The population in this study is the community premium
motorcycle in Surabaya of at least 19 years old. The total sample of 220 respondents with techniques sample by
nonprobability sampling. There are some data collection techniques which is used in this research, those are
questionnaire, literature study, interviews and data analysis techniques using multiple linear regression. The results
of this studyis to indicate that the sales promotion and brand image influence significantly on purchase intention.
Then. the rest is influenced by other variables outside the research.
Keywords: Sales Promotion, Brand Image, and Purchase Intention


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