Dian Imami Mashuri, 7350407017 (2011) The Influence of Brand Equity, Product Value, and Customer Experience toward Purchasing Decission of Motor Cycle Branded Honda (Case Studies CM Jaya Motor Kudus Customer). Under Graduates thesis, Universitas Negeri Semarang.

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Abstract

Marketing has touched every line of human daily life. Marketing with the system and its activities are able to familiarize us with the product and companies brand name to create the experience on our minds on the product being offered. Honda is a great brand in the motorcycle market Indonesia. And to maintain its presence in the market, Honda need to improve key aspects such as brand equity, product value and customer experience. With the improvement of various aspects are, of course, society's decision to buy a Honda motorcycle will be increased from time to time. The problem studied is whether the brand equity, product value and customer experience partially or simultaneously affect the purchasing decisions in the community to buy Honda branded motorcycles. This issue is related to the Honda sales data in the CM Jaya Motor diminishing over time. The purpose of this study was to analyze whether there is influence between brand equity, product value, and customer experience of purchasing decisions to the public in buying the Honda brand motorcycles partially or simultaneously. The population in this study is the customer of CM Jaya Motor who have bought the Honda brand motorcycles in the last six months of 2010 as many as 2800 people. This study uses the technique of "Random Sampling" by the number of samples as many as 97 people with consider the similar assumptions of the characteristics of respondents and methods of data retrieval using a questionnaire. The variables studied were brand equity, product value and customer experience as an independent variable and the purchase decision as the dependent variable. Analysis used in this study using multiple regression analysis. Testing hypotheses and classical assumptions test using SPSS for Windows version 17. From the research results showed that brand equity of Honda motorcycles included in the category of good, amounting to 77,15%. Product value of the Honda brand motorcycles are included in good category, amounting to 75,38%. Customer Experience Honda motorcycle brands included in good category, amounting to 77,65%. Similarly to Buying Decision of Honda branded motorcycles are included in good category that it value are 75,18%. The results obtained by regression analysis regression model: Y = 4,443 + 0,498X1 + 0.238X2 + 0.442X3 and tested partially obtained significance value for the variable brand equity (X1) of 0.000, the product value (X2) of 0.000, and customer experience (X3) of 0.000. From the F test results, f values calculated in 20,644 > F table = 3,09 which means that by partially and simultaneously, brand equity, product value and customer experience are positively influencing and significant on purchase decisions

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