Setiyawan, Axel Dio Bramasta (2022) ANALISIS GREEN MARKETING, BRAND IMAGE DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN MOTOR HONDA DI DEALER KURNIA KASIH MOTOR SURAKARTA. ANALISIS GREEN MARKETING, BRAND IMAGE DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN MOTOR HONDA DI DEALER KURNIA KASIH MOTOR SURAKARTA.
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Abstract
Motorcycle manufacturers must design strategies to attract consumers in marketing their products with the advantages of innovation they create. This study aims to examine green marketing, brand image and lifestyle on purchasing decisions for Honda motorcycles at the Kurnia Kasih Motor Dealer in Surakarta. The research sample was saturated sampling sample of 100 consumers with multiple linear regression method. Data analysis techniques in this study included several data preparation instrument test, multiple linear regression. The results showed that green marketing, brand image and lifestyle partially had a significant effect on purchasing decisions for Honda motorcycles at the Kurnia Kasih Motor Dealer in Surakarta. Purchasing decisions can be explained by green marketing, brand image and lifestyle variables by 3.90%.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Admin Repository UIBS |
| Date Deposited: | 08 Dec 2022 03:31 |
| Last Modified: | 08 Dec 2022 03:31 |
| URI: | https://repository.uniba.ac.id/id/eprint/536 |
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