ANALISIS PENGARUH PREFERENSI MEREK, PERSEPSI KUALITAS, DAN PERCEIVED VALUE TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA MATIK DI SEMARANG

Abstract

This research study aimed to determine the influence of brand preference,perceived
quality, Perceived Value toward purchasing decisions. This research is motivated
increasingly tight competition level of automatic motor cycle. A sample of this study is
100 consumens. The technique used in sampling is an accidental sampling. The results of
this study is a manufacture company or business actors which is able to offer the benefit
through increased brand preference by providing added value services to business and
consumers, will eventually be able to influence its consumer behaviour in purchasing
decisions.
Key words: brand preference , perceived quality, Perceived Value , purchase decisions.