The Effects of Brand Prestige and Brand Familiarity with Brand Awareness on Perceived Quality and Purchase Intention For Users of NMAX Yamaha Motorcycle in East Kalimantan Indonesia

DOI

10.2991/icmemm-18.2019.5How to use a DOI?

Keywords

Brand Prestige, Brand Familiarity, Brand Awareness, Perceived Quality, Purchase Intention.

Abstract

The purpose of this paper is to analyse the influence on Purchase Intention motorcycle of Yamaha Nmax in the city of Samarinda. This research uses quantitative approach by using path analysis processed with software SPSS Statistic 23 and Structural Equation Model (SEM) with Software AMOS 23. This study used the samples of 126 people taken from a number of the owner of Yamaha Nmax which are spread in the city of Samarinda. For Converting the qualitative to the quantitative data used Likert scale with score 1-5 .The result of this study are : there are 5 (five) of 7 (seven) hypotesis are significant which are the impact of Brand Familiarity on Perceived Quality, Brand Awareness on Perceived Quality, Brand Prestige on Perceived Intention, and Brand Familiarity on Purchase Intention, Perceived Quality on Purchase Intention.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Arkas Viddy
AU  - Rafiqoh
AU  - Tandi Kadang
AU  - Fitri Angriani
PY  - 2019/03
DA  - 2019/03
TI  - The Effects of Brand Prestige and Brand Familiarity with Brand Awareness on Perceived Quality and Purchase Intention For Users of NMAX Yamaha Motorcycle in East Kalimantan Indonesia
BT  - Proceedings of the First International Conference on Materials Engineering and Management - Management Section (ICMEMm 2018)
PB  - Atlantis Press
SP  - 21
EP  - 26
SN  - 2352-5428
UR  - https://doi.org/10.2991/icmemm-18.2019.5
DO  - 10.2991/icmemm-18.2019.5
ID  - Viddy2019/03
ER  -