Promotion and Brand Image of Vespa Motorcycle: Customer Perspective


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

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.

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