Proceedings of the 1st Paris Van Java International Seminar on Health, Economics, Social Science and Humanities (PVJ-ISHESSH 2020)

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The Influence of Brand Images on Purchase Motivation of Motorcycle Products

Authors
L Rohmawati, Y Susilo, P S Zevender, T Kuryanto, M Suebudin
Corresponding Author
L Rohmawati
Available Online 8 March 2021.
DOI
10.2991/assehr.k.210304.160How to use a DOI?
Keywords
Brand Image, Purchase Motivation, Yamaha Motorcycles
Abstract

The brand image of an item or product can influence consumer decisions or motivate consumers to buy the product (both because of past experience in using it and proximity to the brand and its various characteristics). In this regard, the authors conducted research on the effect of brand image on the purchase motivation of Yamaha motorcycle products. The objective of research should be to determine the effect of brand image on purchasing motivationof Yamaha motorcycle products. To assist in the research process, the author uses the descriptive correlational method, with data collection techniques used are questionnaires or questionnaires. The statistical test tool used to analyze research data is the R square test. Based on the test results it is known that the brand image has a positive effect on purchasing motivation of Yamaha motorcycle products with a correlation coefficient of 0.985, the magnitude of the coefficient of determination (R Square) contained is 97.1% meaning that the brand image variable has a contribution or influence on purchasing motivation and the remaining 2, 9% were influenced by other factors.

Copyright
© 2021, 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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Volume Title
Proceedings of the 1st Paris Van Java International Seminar on Health, Economics, Social Science and Humanities (PVJ-ISHESSH 2020)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
8 March 2021
ISBN
978-94-6239-349-3
ISSN
2352-5398
DOI
10.2991/assehr.k.210304.160How to use a DOI?
Copyright
© 2021, 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/).

Cite this article

risenwbib
TY  - CONF
AU  - L Rohmawati
AU  - Y Susilo
AU  - P S Zevender
AU  - T Kuryanto
AU  - M Suebudin
PY  - 2021
DA  - 2021/03/08
TI  - The Influence of Brand Images on Purchase Motivation of Motorcycle Products
BT  - Proceedings of the 1st Paris Van Java International Seminar on Health, Economics, Social Science and Humanities (PVJ-ISHESSH 2020)
PB  - Atlantis Press
SP  - 708
EP  - 711
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210304.160
DO  - 10.2991/assehr.k.210304.160
ID  - Rohmawati2021
ER  -