ANALISIS PENGARUH KUALITAS PRODUK, CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PERPINDAHAN MEREK SEPEDA MOTOR MATIC YAMAHA KE HONDA (Studi Kasus pada Masyarakat Kota Semarang)
| Main Authors: | Assiddiq, Ferdian; Jurusan Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro, Sutopo, Sutopo; Jurusan Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro |
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| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Faculty of Economics and Business Diponegoro University
, 2015
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| Subjects: | |
| Online Access: |
http://ejournal-s1.undip.ac.id/index.php/djom/article/view/13063 http://ejournal-s1.undip.ac.id/index.php/djom/article/view/13063/12621 |
Daftar Isi:
- Total sales of Yamaha motorcycles between 2012 and 2014 decreased , on the other hand Honda has increased , in which the other motor brands tend to stagnate . Among the several factors that led to the transfer of the brand Yamaha to Honda allegedly due to product quality , brand image and price . Thus , this study aims to analyze: 1 ) the influence of the quality of the product on a Yamaha motorcycle brand switching to Honda ; 2 ) the effect on the consumer response to the brand image brand switching to Honda Yamaha motorcycle ; and 3 ) the effect of price on a Yamaha. Intake sample size ( sample size) using the formula Widiyanto (2008 ) , so the number of respondents found 100 people. So as to produce the regression equation is as follows : Y = 0,436 X1 + 0,279 X2 + 0,220 X3 Sampling technique using purposive sampling , where researchers focused on respondents who had previously been using the Yamaha brand and brand switching to Honda . Deployment region of respondents in Semarang includes four (4 ) villages , namely : Banyumanik , Tembalang , Srondol , Gajahmungkur .motorcycle brand switching to Honda