"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. 142) mentioned several criteria in the 6. Protectable selection of brand elements. They The latter brand element can be are: protected in both the law of the map 1. Memorable and in competition. Marketers must It is a necessary condition for choose a legally protected brand building brand image to achieve a element and formally register it with high level of brand awareness. The the appropriate legal entity and have brand element that supports the goal a legitimate trade mark. will impress and attract attention so as to make it easier to remember or Brand is a product company will be more successful differentiator or service a company than the other company. from a competitor product. Brands can make sure buyers will get the Product Image is defined as same image of goods if they buy the overall evaluation of the back. For sellers, a brand is customer for the good of the goods something that can be advertised and or services (Mowen and Minor, will be recognized by consumers 2002:27). In the current tight when it is placed in a store window. competition, the company is required In addition, brands also help sellers to offer a image product with more control their markets, because buyers value, competitors. Product is one of do not want to be confused by one the factors that buyers consider product with another product. before buying a product. The company must have good image or in Brand Image accordance with the price offered when selling products or services in One Kotler & Keller (2012: running a business.. 140) said that ˝All companies strive to build a brand image with as many strong, favorable, and unique brand Price associations as possible.˝ If you look According to Kotler (2002: at these words, all companies are 160) the price is the amount of trying to create a good and strong money charged or imposed on a brand image with creating a brand as product or service. The price of a unique as possible that can be product or service is the main beneficial. Biel, (2004:62) in determinant of market demand. Price Sulistyari (2012: 44) mentioned that is one of the important variables in there are indicators that form the marketing, where prices can brand can be described as having influence consumers in making three contributing sub images: decisions to buy a product. Walukow 1. Corporate image at.al (2014:28) entitled "The 2. User’s image Influence of Product Image, Price, 3. Product’s image Promotion, and Location Against Consumer's Purchase intention at Bentenan Center Sonder Minahasa" Product Image states that price has a positive and significant influence on purchasing Kotler & Armstrong decisions. (2008:348) said that product image is In order to succeed in a potential strategic weapon to beat marketing a good or service, every competitors. So only the company company should set its price with the best product image will appropriately. Price is the only grow rapidly, and in the long run the element of the marketing mix that provides income or income for the turnover through the creation of company, while the other three exchanges in the marketing of goods. elements (product, distribution, and promotion) lead to cost expenditure). Purchase Intention In addition, price is a marketing mix Consumer purchasing element that is flexible, meaning that Intentions on a product is basically it can be changed quickly (Tjiptono, closely related to consumer behavior. 2008:54). From a marketing According to amstrong et al standpoint, the price is a monetary (amstrong, 2012:138) the purchase unit or other measure (including intention-making process is the stage other goods and services) ownership where the consumer actually or use of any good or service purchases the product. for measuring (Tjiptono, 2008:54). the purchasing Intention, Amstrong et al (amstrong 2012:138) mentioned Promotion that the purchase intention process consists of five stages: introduction According to Martin L. Bell needs, information search, evaluation in Private and Irawan (2005: 349) of alternatives, purchase Intention promotion is all types of marketing and behavior after purchase. activities aimed at boosting demand. Whereas according to William G. In the buying decision, there Nikels in his book Private and are consumer behavior that Irawan (2005: 349) promotion is the influences it. Kotler & Keller (2012: flow of information or one-way 151) defined consumer behavior as, persuasion which is made to direct a "The study of how individuals, person or organization to actions that groups, and organizations select, create exchanges in marketing. buy, use, and dispose of goods needs and wants." this can be interpreted as According to Tjiptono consumer behavior is a science that (2002:62) promotion is: "Marketing learns about how individuals, groups, activities that seek to disseminate and organizations in choosing, information, influence or persuade buying, using, and disposing of and remind target markets of the goods, services, ideas, or experience company and its products to be to meet their needs and desires. From willing to accept, buy and loyal to these behaviors, to meet the needs of the products offered by the company consumers will take action ie the concerned". From the description of purchase. But in the buying decision the definition of promotion according process, there are factors that to some experts above, it can be influence consumer behavior. The concluded that the promotion is an are: activity undertaken by the company by way of affecting consumers 1. Cultural Factors directly or indirectly to increase sales a. Culture b. Subculture The Hypothesis Model will be shown in Figure 1. c. Social class 2. Social Factors Bran d a. Group Imag e X1 H b. Family Prod 1 uct H Purchase Imag 2 intention c. Roles and Status e X2 Y Price H 3. Personal Factors X3 3 H 4 a. Age and Life Cycle Prom otion b. Work X4 c. Economic Situation Figure 1. Hypothesis Model d. Lifestyle RESEARCH METHOD e. Personality and Self Concept Based on the explanation related to the research problems and 4. Psychological Factors objectives which are previously a. Motivation mentioned, this research uses quantitative approach. The type of b. Perception this research is an explanatory research with survey technique. The c. Learning population of this research is the consumer of Honda Vario in Madiun d. Confidence and Attitude city who currently lives in Madiun Research Hypotheses and already buy Honda Vario. The research was conducted by H1: Brand image variable positive distributing 150 questionnaires to influence on purchasing intention. Pokémon GO player in Malang City. In this research, the sampling H2: product image positive influence technique used is the non-probability on purchasing intention. sampling with purposive approach. H3: Price variable has a positive In non-probability sampling designs, influence on purchasing intention.. the elements in the population do not have any probabilities attached to H4: Promotion variable has a their being chosen as sample subjects influence on purchasing intention.. (Sekaran 2003:276). Data processing method used in this research is (reliable). The value of the Cronbach multiple regression method. alpha for all of the variables is greater than 0.6. Of provisions RESEARCH RESULT previously mentioned then all the variables used for the study has been Validity Test reliable. Test validity is a measure that indicates the levels of validity and Normality Test Result the validity of an instrument. This test is performed to Validity testing can be done by determine whether the value of the correlating each factor or variable residual scattered normal or not. The with total factor or variable with test procedure is done with the using the correlation (r) product Kolmogorov-Smirnov test, with the moment. Testing criteria to accept or following provisions: reject the hypothesis of a valid statement or cannot be done by: H0: residuals normal spread H0: r = 0, there are no valid data on H1: no residual normal spread the error rate (α) of 5%. H1: r ≠ 0, If sig. (P-value)> H0 accepted, which there is valid data in the error rate (α) means normality is met. of 5%. The sig. r of the items in question are smaller than 0.05 (α = Table 1 Normality Test Result 0.05), which means that each item is a valid variable, so it can be concluded that these items can be One-Sample Kolmogorov-Smirnov Test Unstandardiz used to measure the research ed Residual N 150 variables. Normal Parametersa,b Mean .0000000 Std. Deviation 1.73176539 Most Extreme Absolute .072 Reliability Test Differences Positive .050 Negative -.072 Reliability test showed the level of Kolmogorov-Smirnov Z .877 Asymp. Sig. (2-tailed) .425 stability, constancy and accuracy of a a. Test distribution is Normal. measuring instrument or test used to b. Calculated from data. determine the extent of relatively consistent measurements when the measurements were taken. This test is used to determine the extent to which someone answers consistent or stable over time. Reliability testing technique is to use alpha reliability coefficient. Criteria for decision- making is when the value of alpha reliability coefficient greater than 0.6 then the variable is already reliable Multicolinearity Test The test procedure is done with test scatter plot. Table 2 Multicolinearity From the test results are obtained that spreads scatterplot diagram display and do not form a Collinearity specific pattern then there is no Variable Statistics heteroscedasticity, so it can be Independent Toleranc concluded that the residual variance e VIF has a homogeneous (constant) or in X1 0.660 1.515 other words there are no symptoms X2 0.495 2.022 of heteroscedasticity. X3 0.412 2.428 Figure 2 Heteroscedasticity X4 0.645 1.550 Test

Multicolinearity test is performed to determine that it does not happen very strong connection occurs or not perfectly linear relationship or it can also be said that among the independent variables are not related. How the test is to Linearity Test compare the value of Tolerance obtained from multiple regression The Linearity data refer to the calculation, if the value of tolerance standard value of residual <0.1 then there Multicolinearity. observations and the standard The test results found that residual value expectations to form overall tolerance values > 0.1 so that lines that are scattered far from the it can be concluded multicollinearity regression line. Linearity test data is between independent variables. Thus done by analyzing data in the form of the absence of Multicolinearity normal probability plots for residual assumption can be fulfilled. standard. With this analysis technique can be seen the extent to Heteroscedasticity Test which the values of Y observations relating to the value of certain X Heteroscedasticity test is used normally distributed around the Y to determine whether there is predictions and form a linear line. In ineimage deviation residual value addition to testing the linearity use due to the amount of value one statistical calculations t, with a note independent variable or the different if p <0.05, then the data is considered value of variance with the increasing to be linear, or if the value of p> value of the independent variable. 0.05, then the data is not linear. Based on the results, it can be Table 3 Multiple Regression concluded that the assumption of Analysis Result linearity of research data has been Not Stand qualified for all p <0.05. Fulfilled Vari Varia Stand ardize able ble Adj with the entire classical regression ard d Si Depe Indep t ecti Coeffi Coeffi g. assumptions above, it can be said nden enden cients cients ve t t regression analysis model used in B Beta this research is already eligible or 0. (Cons 0.08 93 appropriate. In order to take the tant) 0.133 2 5 interpretation of the results of the 0. regression analysis that has been 3.44 00 Sign X1 0.163 0.235 8 1 ified done. 0. Y 2.70 00 Sign Multiple Regression Analysis X2 0.143 0.213 6 8 ified 0. 3.67 00 Sign Multiple linear regression X3 0.323 0.317 1 0 ified analysis is used to analyze the 0. 2.16 03 Sign relationship and influence between a X4 0.164 0.149 2 2 ified dependent variable of two / more Alfa : 5% independent variables. then R : 0.746 performed multiple linear regression R Square : 0.556 analysis between the following Adjusted R Square : 0.544 variables: Brand Image (X1), F 2. Product Image (X2), Price (X3), and 45.39 Tab 43 F Count : 0 le : 4 Promotion (X4) of the Customer t 1. Purchase Intention (Y). In which the Tab 97 equation is Sig. F : 0.000 le : 6 Y = 0,235 X1 + 0,213 X2 + 0,317 X3 + 0,149 X4 Determinant Coefficient (Adjusted R2) In the formula abaoce, the dependent variable whose value would be The level of accuracy of a predicted by the independent line can be determined from the size of the coefficient of determination or variable. In this study, the dependent 2 2 variable is the Customer Satisfaction R coefficient. The coefficient of R whose value would be predicted by in the regression analysis can be used the variable Brand Image (X1), as a measure to declare a match regression line obtained. The greater Product Image (X2), Price (X3), and 2 Promotion (X4). the value of R , the stronger the ability of the regression model obtained to explain the actual conditions. The ability of the regression line explains the variations that occur in the Y shown Dominant Test in the coefficient of determination or R2 coefficient. To determine the independent Based on the result, it variables that most influence on Y explains that the value of the variables, can be done by comparing coefficient R that shows the the regression coefficient (β) relationship between the dependent between the variables with one variable and independent variables. another. The independent variables In this study, the magnitude of the were the most dominant influence on variable Brand Image (X1), Product Y variable is variables that have the Image (X2), Price (X3), and greatest regression coefficient. Result Promotion (X4) against Customer is shown on table 3. Satisfaction is of 0.544 indicating a The variable Price (X3) is a strong relationship or influence. variable that has the greatest Hypothesis Test regression coefficient. That is, the variable Y is more influenced by The regression model that has variables Price (X3) than any other been obtained beforehand tested both variable. Variable coefficient which simultaneously and partially, is owned by Price (X3) is positive, it regression model testing indicates a unidirectional relationship simultaneously performed using the so that it can be concluded that the F test or ANOVA and partial better the variable Price (X3) then regression model testing performed the increase Customer Purchase by t test. Intention (Y). In the F test, the result CONCLUSION AND concluded that H0 rejected and Ha accepted, meaning that there are SUGGESTION simultaneous influences between This research is conducted to Brand Image (X1), Product Image know which variables have influence (X2), Price (X3), and Promotion on Purchase intention. In this study (X4) of the Customer Purchase the independent variables used are Intention (Y). Brand Image (X1), Product Image Partial regression model (X2), Price (X3), Promotion (X4) testing is used to determine whether variables while the dependent each independent variable regression variable used is Purchase Intention models forming individually have a (Y). significant effect on the variable Y or not. t Test result is each of Based on the calculation of independent variable have significant multiple linear regression analysis, it effect on the dependent variable. can be seen: 1. The effect simultaneously (together) of each independent variable to Purchase intention is improve the image of the done by F-test. From the results Price, because the variable of multiple linear regression Price has a dominant analysis obtained free variables influence in influencing have a significant influence Purchase intention, among simultaneously to Purchase which is to take into account intention. So it can be concluded the ability of people's that the testing of the hypothesis purchasing power, provide which states that the influence of prices according to the value simultaneously (independent) of product image, give independent variable to Purchase discounts, give price options, intention variable can be the price according to the accepted. existing market that can 2. To know the effect of individual affect the ability and (partial) independent variable willingness of people's (Brand Image (X1), Product purchasing power so that Image (X2), Price (X3), Purchase intention will Promotion (X4) to Purchase increase. intention done by t-test. Based 2. Given the independent on the test results found that variables in this study is very there are three variables that important in influencing have significant influence on Purchase intention is Purchase intention of Brand expected the results of this Image (X1), Product Image study can be used as a (X2), Price (X3), Promotion reference for further (X4). researchers to develop this 3. Based on the t test results found study by considering other that the variable Price has a variables that are other value of t arithmetic and the variables outside the largest beta coefficient. So the variables that have been Price variable has the strongest included in this study . influence compared with other variables then Price variable has Give reference for further a dominant influence on research to develop this research by Purchase intention. considering other variables that are other variables outside variables that Based on the above conclusions, are included in this study. can be put forward some suggestions that are expected to benefit the BIBLIOGRAPHY company and for other parties. The Arikunto, Suharsimi. 2002. advice given, among others: Metodologi Penelitian. 1. It is expected that the Penerbit PT. Rineka Cipta company can maintain and Jakarta. Amstrong, Gary & Philip, Kotler. 7th Edition, New Jersey: 2002. Dasar-dasar Prentice Hall. Pemasaran. Jilid 1, Alih Bahasa Alexander Sindoro Hartline, D. Maxwell and Ferrel, O.C., 2008, Marketing dan Benyamin Molan. th Jakarta: Penerbit Prenhalindo. Strategy 4 Edition, Azzadina, dkk. 2012. 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