Vol 8 (2023): June (in progress)
Business and Economics

The Influence of Brand Image, Feature, and Emotional Desire on Motorcycle Purchase Decisions in Sidoarjo City
Pengaruh Citra Merek, Fitur, dan Keinginan Emosional Terhadap Keputusan Pembelian Sepeda Motor di Kota Sidoarjo


Basysyar Hasna
Universitas Muhammadiyah Sidoarjo, Indonesia
Lilik Indayani
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Published June 26, 2023
Keywords
  • Brand Image,
  • Fiture,
  • Emotional Desire
How to Cite
Hasna, B., & Indayani, L. (2023). The Influence of Brand Image, Feature, and Emotional Desire on Motorcycle Purchase Decisions in Sidoarjo City. Academia Open, 8, 10.21070/acopen.8.2023.3642. https://doi.org/10.21070/acopen.8.2023.3642

Abstract

This Study aims to determine the effect of brand image, fiture and emotional desire on purchase motorcycle vespa in Sidoarjo city either partially or simultaneously. This research is a descriptive study using quantitative methods. The sampling technique used in this study is probability. The data collection technique by distributing questionnaires to consumers who have or are currently using vespa as many 97 responden. The analysis technique used in this study is multiple linier regression using spss version 22 for windows. The research results obtained based the validity test showed that all the questions were said to be valid. For reliability test, it can be concluded that all variables are said to b reliable. The results of the study based on the t test showed that brand image, fiture, emotional desire had positive and significant effect on purchasing decisions. The result of this study indicate that brand image variable has on effect on purchase, fiture variable has on effect on purchase and emotional desire has on effect on purchase vespa motorcycle in Sidoarjo city

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