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"The Influence of Brand Image, Product Image, Price and Promotion in Consumers Purchase Intention on All New Vario 150

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"THE INFLUENCE OF BRAND IMAGE, PRODUCT IMAGE, PRICE AND PROMOTION IN CONSUMERS PURCHASE INTENTION ON ALL NEW VARIO 150 ESP : A STUDY OF ALL NEW VARIO 150 ESP PRODUCT OF PT. ASTRA HONDA MOTOR” By: Muhammad Ardiansyah Supervisor: Risna Wijayanti, SE., MM., Ph.D., CFP. Abstract This study aims to Understanding and explain: the influences of variables brand image, product Image, price, and promotion of Purchase intention. This study uses a quantitative approach that is multiple regression analysis based on an application named SPSS 21.00 version Using a questionnaire to collect data, there were 150 questionnaires that were randomly distributed in an accidental sampling in Madiun. The results showed that corporate image, brand image, product image, price, and promotion have significant and positive influences on consumer purchasing intention. Nevertheless from all factor, the price variable has most dominant influence by increasing purchase intention. Meanwhile company still improve all other factor to support price marketing strategy to increasing purchase intention. Keywords: Brand image, Product Image, Price, Promotion, purchase Intention INTRODUCTION Based on data from Indonesian Motorcycle Industry In present day 150 years after Association (AISI), national motorcycle have been invented motorcycle sales only grew 1.2% everyone use motorcycle for favorite from 7,771,014 units in 2016 to transportation in daily life activity. 7,867,195 units in 2017. Honda also in Indonesia most people use motorcycle sales performance grew motorcycle as economic higher than the national market transportation, motorcycle chosen growth of 7, 5 % from 4,700,871 because simple and usable in any units in 2015 to 5,051,100 units. The Indonesian Island topography. biggest contributor of Honda motorcycle sales is derived from 5 One of the industries that has best-selling models of Honda Beat FI been emerging in recent years is the (Fuel Injection) of 2,117,948 units, motorcycle industry. This is because Honda Vario series of 1,454,685 the motorcycle is a means of units, Honda Supra series of 368,159 transportation that is widely used by units, Honda Revo series of 322,682 the Indonesian people. The evident units, and Honda Scoopy of 285,830 can be seen from the increasing units in previous year sales of Honda number of motorcycles in the road. motorcycles are supported by high- Indonesia's automotive world is now sales sales in the Honda scooter progressing very rapidly and this can segment. Honda motorcycles are be seen from the emergence of new known to have the best design and models every few periods and this technology in the market that help period is short lived only a few them to sell 3,880,190 units or months later. contribute 76,8% of total sales. In the scooter segment, AHM controls 73% market share through model Honda among people, Fuel (BBM). From Vario series, Honda Scoopy, Honda the advantages in the stretcher new Beat FI, and Honda PCX 150. Honda Vario 150ESP is one of the considerations of the needs and The phenomenon of benefits for motorcycle consumers in competition that exists in the era of Indonesia to determine the decision globalization will further push the to buy a motorcycle vehicle to meet economic system of Indonesia to the needs of transportation in market positioning marketers to everyday activities. always grow and seize the market. Consumer purchasing One of the assets to achieve the intention on a product is basically situation is the brand image. In closely related to consumer behavior. Indonesia, the brand name Honda According to Amstrong et al becomes the connotation of a motor Amstrong, 2012:14 the purchase vehicle as most people have a intention-making process is the stage tendency to name all motor vehicles where the consumer actually as Honda regardless the motorcycle purchases the product. For measuring brands .Honda, for more than 40 the purchasing decision, Amstrong et years has become the largest al Amstrong 2012:14 mentioned that motorcycle industry company and the purchase intention process has many authorized dealers and consists of five stages: introduction workshops spread all over Indonesia. needs, information search, and In Kotler & Keller 2013:68 evaluation of alternatives, purchase defined the brand image as intention and behavior after "perceptions and beliefs" held by purchase. Several factors affecting consumers, as reflected in the purchasing decisions are brand associations held in consumer image, product, price, and memory.˝ This can be interpreted as promotion. According to Kotler & consumer perceptions and beliefs, Armstrong (2008:154) said that which are reflected or embedded in product image is a potential strategic the mind and memory of a consumer. weapon to beat competitors. So only This perception can be formed from the company with the best product information or past consumer image will grow rapidly, and in the experience of the brand. long run the company will be more In motorcycle market successful than the other company. excellence Honda motor more than Not only the brand that is other brands of motorcycles in already legendary in the Indonesian Indonesia such as resale prices are market Honda is also in demand by relatively high and stable, Easy to the Indonesian community because find spare parts, Honda motor has a of the variation of Honda good image among people, Have a motorcycles choice more choice in super sophisticated technology, every type and type of motorcycle, in Honda motor has a good image the sale of each motorcycle unit Honda also many cooperate with HEART" slog on each Honda HRC financial aid services institutions or team motor used in MOTOGP's credit services with low down premier class. payment that greatly helps the According to Martin L. Bell consumer with varying interest rates. in Private and Irawan (2005: 349) Price will greatly affect the sale of promotion is all types of marketing goods and services offered. In activities aimed at boosting demand. determining the price of PT. AHM Whereas according to William G. uses strategies such as setting price Nikels in his book Private and according to market segment, price Irawan (2005: 349) stated that variation from product variant, promotion is the flow of information competitive spare parts price, giving or one-way persuasion which is cash back to purchasing Honda made to direct a person or motor, this can be done through FIF, organization to actions that create Adira, and other financing services. exchanges in marketing. According to Kotler (2002: From the issues and previous 160) the price is the amount of studies as described above, this money charged or imposed on a research is conducted in order to product or service. The price of a examine whether Brand Image, product or service is the main Product Image, Price, and Promotion determinant of market demand. Price have its own positive influence is one of the important variables in toward Consumer Purchase Intention marketing, where prices can of All New Honda Vario 150 ESP influence consumers in making and further this research entitled decisions to buy a product. Walukow “BRAND IMAGE, PRODUCT at al (2014:68) entitled "The IMAGE, PRICE, PROMOTION Influence of Product Image, Price, ON CONSUMER PURCHASE Promotion, and Location against INTENTION OF ALL NEW Consumer's Purchase intention at HONDA VARIO 150 ESP : A Bentenan Center Sonder Minahasa" STUDY OF ALL NEW VARIO states that price has a positive and 150 ESP PRODUCT OF PT significant influence on purchasing ASTRA HONDA MOTOR”. decisions. Being a major manufacturer LITERATURE REVIEW and has been trusted by consumers in Understanding marketing the motorcycle market in Indonesia this opportunity does not make Marketing management honda satisfied so this thing is even comes from two words of used well by Honda to attract the management and marketing. hearts of Indonesia. starting in 2010 According to Kotler and Armstrong in the premier class of world-class (2008:8) marketing is the analysis, motor racing championship Honda planning, implementation, and putting a "ONE HEART / ONE control of programs designed to create, build and maintain profitable be known in the purchase or exchanges with target buyers to consumption. achieve goals of the company. 2. Meaningful Management is the process of Brand elements should have a planning (planning), organizing meaning, either with descriptive or (organizing), actuating (movement) persuasive content. The description and supervision. So it can be of the meaning contained can be: interpreted that marketing a. General information about management is the analysis, the functionality of the product or planning, implementation, and service control of programs designed to b. Specific information about create, build and maintain profitable specific attributes and brand benefits. exchanges with target buyers to 3. Likeable achieve marketing objectives. Consumers will usually look for a brand that can attract attention, Philip Kotler (2007: 6) where the brand can be liked defined marketing as an visually, verbally, or in other ways. organizational function and a set of 4. Transferable processes for creating, Elements can be transferred is a step communicating and delivering value in which brand elements can add to customers and managing customer brand equity to new products or new relationships in ways that benefit the markets. organization and its shareholders. 5. Adaptable Marketing according to Philip Kotler The existence of changes in (2007: 6) is "A social process in consumer values and the existence of which individuals and groups get various opinions cause the brand what they need and want by creating, must have the elements that can offering, and freely exchanging blend and adaptable. The easier the products of value to others". brand element is adaptable and flexible, the easier it is to update it. Example the logo and character can Understanding Brand be given a new look or new design to make it appear more modern and Kevin Lane Keller (2013: relevant.
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