PENGARUH DIFERENSIASI PRODUK, KESADARAN MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR MEREK HONDA VARIO TECHNO DI KOTA PADANG

Abstract

The purpose of this study was to determine the effect of products differentiation,
brand awareness, and promotion on purchasing decision motor cycle Honda Vario Techno in
Padang City. The population in this study were all consumer who had used and buying motor
cycle Honda Vario Techno in Padang City. The sampling technique used was accidental
sampling, while the number of samples used for the analysis was 80 consumer. Technique
data analysis used for testing hypotheses is multiple linear regression. The results found that
the products differentiation, brand awareness, and promotion on purchasing decision. In this
study there are three variables, variables which have a significant effect in this study is brand
awareness and promotion, while products differentiation variables does not significant effect
on purchasing decisions. This research provides practical recommendations for the
management of PT. AHM Honda Vario Techno will continue to work to improve the
implementation of brand awareness and promotion dating in the future. This is due to brand
awareness and promotion has a significant impact on consumer purchasing decisions Honda
Vario Techno in Padang City.
Keywords : Products differentiation, brand awareness, promotion, and purchasing
decision