1 research outputs found
Analisis Pengaruh Brand Community Terhadap Keputusan Pembelian Motor Piaggio Vespa Di Kota Palembang
This research, aim was to know the effect of brand community
topurchasing decisionof Piaggio Vespa in Palembang City. The background of this
research was determaining how the role of brand community for
customerandPiaggio Vespa community ownerby purchasing decision. This
research is qualitative with design descriptive method. The result of multiple
linear regression analisys showed that Y = 4,866 + 0,062 X1 + (-0,087) X2 +
0,022 X3 + 0,083 X4 + 0,027 X5 + 0,476 X6. The result of coefficient of regression
determination (Adjusted R Square) is 0,191 meanwhile legitimacy, oppositional
brand loyalty, celebrating the history of the brand, sharing brand stories,
integrating andretaining members,assisting in the use of the brand variable effect
to purchasing decission with contributed 19,1 % and 80,9 % influence by other
variable besides of this research.The conclution of this research legitimacy,
oppositional brand loyalty, celebrating the history of the brand, sharing brand
stories, integrating andretaining members,assisting in the use of the brandby
purchasing decission to Piaggio Vespa customer in Palembang city. The
company moreseriously for explore the marketing targeting, suchas sport,
musicoreducation events continously, it can be added of purchasing decission
involvment , andremember about of Vespa Piaggio brand inthecustomer
mindedeventoughmanybrand of motorcycle anotherandmore inovationin product
design. Brand community can becomeproduct promotion and marketing, inovation,
brand image, product image, supplier image, marketing value added for supplier