The influence of brand awareness, social media advertising, and e-word of mouth on consumer purchase decision for Honda motorcycles at PT Indako Trading Coy-Makmur, Medan, North Sumatra

Pandora, Josefanny (2022) The influence of brand awareness, social media advertising, and e-word of mouth on consumer purchase decision for Honda motorcycles at PT Indako Trading Coy-Makmur, Medan, North Sumatra. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (32kB) | Preview
	Text (Abstract) Abstract.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (293kB)
	Text (ToC) ToC.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (925kB)
	Text (Chapter1) Chapter 1.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter2) Chapter 2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter3) Chapter 3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter4) Chapter 4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (7MB)
	Text (Chapter5) Chapter 5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (562kB)
	Text (Bibliography) Bibliography.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)

Abstract

Branding is critical for any product or company. There is fierce competition among companies or businesses to survive in today's competitive era, particularly due to the extremely rapid development of technology. Building a good brand image is one way to increase consumer trust in our brand and to establish relationships with our customers. Brands can also be viewed as a company's asset. The purpose of this study is to determine how brand awareness, social media advertising, and electronic word of mouth influence the purchasing decisions of customers of PT Indako Trading Coy-Makmur in Medan, North Sumatra. According to data from the PT Indako Trading Coy-Makmur’s sales report Honda motorcycle unit sales have decreased. To maximize motorcycle sales, the writer conducted this research to determine whether brand awareness, social media advertising, and electronic word of mouth have an influence on consumer purchase decisions. This research data was gathered by online survey questionnaires to 100 PT Indako Trading Coy�Makmur’s customers. The Statistical Program for Social Science (SPSS) version 27 is used in this study to assess the relationship between variables. The research is using quantitative design and IBM SPSS Statistics version 27 application. Data is analyzed using descriptive statistics, multiple linear regression, t-Test, F-Test, and Coefficient of Determination. For the equation of this research is Y= 1.854 + 0.224 BA + 0.341 SMA + 0.440 EWOM. The correlation on X1, X2, X3, and Y for the coefficient of determination is 0.913, with positive results on BA, SMA, EWOM, and Purchase Decision. The adjusted R square value is 0.827, indicating that X1 (BA), X2 (SMA), and X3 (EWOM) have an 82.7% influence on Y (Purchase Decision), while the other 17.3% is influence by other independent variables be sides the independent variables in this research. / Branding sangat penting untuk setiap produk atau perusahaan. Persaingan yang ketat antar perusahaan atau bisnis untuk bertahan di era persaingan saat ini, terutama karena perkembangan teknologi yang sangat pesat. Membangun citra merek yang baik adalah salah satu cara untuk meningkatkan kepercayaan konsumen terhadap merek kami dan menjalin hubungan dengan pelanggan kami. Merek juga dapat dilihat sebagai aset perusahaan. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana kesadaran merek, iklan social media, dan electronic word of mouth mempengaruhi keputusan pembelian pelanggan PT Indako Trading Coy-Makmur di Medan, Sumatera Utara. Menurut data laporan penjualan PT Indako Trading Coy-Makmur penjualan unit sepeda motor Honda mengalami penurunan. Untuk memaksimalkan penjualan sepeda motor, penulis melakukan penelitian ini untuk mengetahui apakah kesadaran merek, iklan social media, dan electronic word of mouth terhadap keputusan pembelian konsumen. Penelitian ini menggunakan desain kuantitatif dan aplikasi IBM SPSS Statistics versi 27. Analisis data menggunakan statistik deskriptif, regresi linier berganda, Uji-t, Uji�F, dan Koefisien Determinasi. Untuk persamaan penelitian ini adalah Y= 1.854 + 0.224 BA + 0.341 SMA + 0.440 EWOM. Korelasi pada X1, X2, X3, dan Y untuk koefisien determinasi adalah 0,913, dengan hasil positif pada BA, SMA, EWOM, dan Keputusan Pembelian. Nilai adjusted R square sebesar 0,827, menunjukkan bahwa X1 (BA), X2 (SMA), dan X3 (EWOM) memiliki pengaruh sebesar 82,7% terhadap Y (Keputusan Pembelian), sedangkan 17,3% lainnya dipengaruhi oleh variabel independen lain di sampingnya. variabel bebas dalam penelitian ini.

Actions (login required)

View Item