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• W2946526468 abstract "The purpose of this research is to find out and analyze the influence of brand image on consumer’s who buy Daihatsu Xenia cars at PT Makassar Raya Motor Branch Palu. The variables of this study are brand image which consists of the advantages of brand association, brand association strength and brand association uniqueness. While the dependent variable of Consumer's decision. The type of this research is descriptive causal. The sampling technique used purposive sampling with a sample size of 60 people. The analytical tool used is multiple linear regression analysis. The results of this study indicate that the variable brand image which consists of the advantages of brand association, the strength of brand association and the uniqueness of brand association simultaneously have a significant effect on consumer's decisions to buy a car Daihatsu Xenia in PT Makassar Raya Branch Motor of Palu. From the test results partially found that the variable of brand image which consists of the advantages of brand association, the strength of brand association and the uniqueness of brand association significantly influence consumer's decisions. Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh citra merek pada konsumen yang membeli mobil Daihatsu Xenia di PT Makassar Raya Motor Cabang Palu. Variabel penelitian ini adalah citra merek yang terdiri dari keunggulan asosiasi merek, kekuatan asosiasi merek dan keunikan asosiasi merek. sedangkan variabel dependen keputusan Konsumen. Jenis penelitian ini yaitu penelitian deskriptif kausal. Teknik penarikan sampel menggunakan purposive sampling dengan jumlah sampel 60 orang. Alat analisis yang digunakan adalah analisis regresi linear berganda. Hasil penelitian ini menunjukkan bahwa variabel citra merek yang terdiri dari keunggulan asosiasi merek, kekuatan asosiasi merek dan keunikan asosiasi merek secara simultan berpengaruh signifikan terhadap keputusan konsumen membeli mobil Daihatsu Xenia pada PT Makassar Raya Motor Cabang Palu. Dari hasil pengujian secara persial ditemukan bahwa variabel citra merek yang terdiri dari Keunggulan Asosiasi Merek, Kekuatan asosiasi merek dan Keunikan asosiasi merek berpengaruh signifikan terhadap keputusan konsumen." @default.
• W2946526468 created "2019-05-29" @default.
• W2946526468 creator A5011149108 @default.
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• W2946526468 date "2020-08-07" @default.
• W2946526468 modified "2023-10-14" @default.
• W2946526468 title "PENGARUH CITRA MEREK TERHADAP KEPUTUSAN KONSUMEN MEMBELI MOBIL DAIHATSU XENIA PADA PT. MAKASSAR RAYA MOTOR CABANG PALU" @default.
• W2946526468 doi "https://doi.org/10.22487/jimut.v5i1.137" @default.
• W2946526468 hasPublicationYear "2020" @default.
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