Faktor-Faktor Yang Mempengaruhi Niat Beli Mobil Low-Cost Green Car (LCGC) Di Kota Lhokseumawe

Safrida Safrida Safrida, Heriyana Heriyana Heriyana, Samsul Bahri ., Nurainun Nurainun Nurainun

Abstract


This research aims to determine the influence of individual factors, social media advertising and brand image on purchasing behavior for Honda Scoopy brand motorbikes in West Aceh Regency (Meulaboh). The data collection used in this research is primary data obtained by distributing questionnaires directly and via Google Form to 125 respondents. The data analysis technique used is a multiple linear regression analysis technique using SPSS version 26 software. The results of the research show that individual factors, social media advertising and brand image have a positive and significant effect on purchasing behavior for Honda Scoopy brand motorbikes in West Aceh Regency (Meulaboh). Based on analysis of the coefficient of determination, an R value of 0.890 was obtained, which shows that the relationship between all individual factor variables, social media advertising and brand image, and purchasing behavior is quite strong. The R Square value is 0.792, which indicates that 79% of purchasing behavior variables can be explained by individual factor variables and social media advertising. while 21% was influenced by other variables not included in this study.

 

Keywords: Individual factors, social media advertising, brand image and purchasing behavior


Full Text:

PDF

References


Dzaki, F. Z. (2017). Daya Saing Perusahaan Honda dan Yamaha Dalam Struktur Pasar Dan Perilaku Industri Sepeda Motor Di Indonesia Tahun 2010-2017. Naskah Publikasi - Universitas Islam Indoesia, 1–28.

Fauzan. (2019). Manajemen Pemasaran Syariah (Sebuah Pengantar). 1–149.

Hudani, A. (2020). Pengaruh faktor budaya, faktor social, dan faktor pribadi terhadap keputusan pembelian. Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 1(2), 99–107. https://doi.org/10.37631/e-bisma.v1i2.195

Kamilah, G. (2017). Pengaruh Labelisasi Halal Dan Brand Image Terhadap Keputusan Pembelian Melalui Minat Beli. 6.

Kaur, P., Dhir, A., Rajala, R., & Dwivedi, Y. (2018). Why people use online social media brand communities. Online Information Review, 42(2), 205–221. https://doi.org/10.1108/oir-12-2015-0383

Kotler, P., & Amstrong, G. (2019). Prinsip-Prinsip Pemasaran. PT. Indeks. Jakarta

Kotler, P., & Keller, K. L. (2020). Manajemen Pemasaran. PT. Indeks. Jakarta

Rehman, F. ur, & Al-Ghazali, B. M. (2022). Evaluating the Influence of Social Advertising, Individual Factors, and Brand Image on the Buying Behavior toward Fashion Clothing Brands. SAGE Open, 12(1). https://doi.org/10.1177/21582440221088858

Schiffman, L., & Kanuk, L. (2018). Perilaku Konsumen. Prentice Hall.

Tjiptono, F. (2019). Strategi Pemasaran. Yogyakarta. Cv Andi


Article Metrics

 Abstract Views : 36 times
 PDF Downloaded : 2 times

Refbacks

  • There are currently no refbacks.