Authors :
Eko Sudjawoto; Agussalim Andriansyah; DidikPriyo Sugiharto
Volume/Issue :
Volume 7 - 2022, Issue 6 - June
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3Itwa1F
DOI :
https://doi.org/10.5281/zenodo.6812520
Abstract :
The aim of this researchis to investigate how
promotion and brand image impact purchasing decisions
for Vespa motorcycle in Malang, East Java, Indonesia.
This study used quantitative approach. A total of 100
Vespa users are as respondents of this study. There are
two independent factors in this study: promotion (X1)
and brand image (X2), along with one dependent
variable, purchasing decisions (Y). Multiple linear
regression analysis is applied as an analytical method
after conducting the classical assumption analyses of
normality, multicollinearity, and heteroscedasticity using
SPPS (Statistical Package for the Social Sciences) as an
analytical tool. It can be inferred from the study of
several linear regression analysis tests when combined, it
can be seen that both simultaneously and partially the
results of this study indicate that promotion and brand
image have a significant effect on purchasing decisions
for VESPA.
Keywords :
Promotion, Brand Image, Purchasing decisions.
The aim of this researchis to investigate how
promotion and brand image impact purchasing decisions
for Vespa motorcycle in Malang, East Java, Indonesia.
This study used quantitative approach. A total of 100
Vespa users are as respondents of this study. There are
two independent factors in this study: promotion (X1)
and brand image (X2), along with one dependent
variable, purchasing decisions (Y). Multiple linear
regression analysis is applied as an analytical method
after conducting the classical assumption analyses of
normality, multicollinearity, and heteroscedasticity using
SPPS (Statistical Package for the Social Sciences) as an
analytical tool. It can be inferred from the study of
several linear regression analysis tests when combined, it
can be seen that both simultaneously and partially the
results of this study indicate that promotion and brand
image have a significant effect on purchasing decisions
for VESPA.
Keywords :
Promotion, Brand Image, Purchasing decisions.
