PERSONAL SALES, BRAND IMAGE, MOUTH WORDS ON DECISIONS TO BUY HONDA BRAND SPARE PARTS

Anak Agung Ngurah Gede Sadiartha

Junior Scientific Researcher, 2020, vol. 6, issue 1, 92-101

Abstract: Decisions to buy are activities or actions taken to exchange goods or provide services using a legitimate transaction tool. This article shows which are the most important factors a client takes into account when buying Honda brand Parts, based on a quantitate study in Indonesia. The sample consists of 98 respondents, and the results show that personal sales give a positive and significant value to the purchase decision, t-count = 4041 and t-table = 1.661. Other factors that have a positive impact are the brand image that gives a positive and significant value to the purchase decision; t-test 5830 and t-table = 1.661 and mouth word with t-count = 4.148 and ttable 1.661. The study also proves that the assessment of Personal Sales, brand image and mouth words simultaneously impact the purchase decision of Honda brand Parts.

Keywords: Personal Sales; Brand Image; Mouth words; Decisions to buy (search for similar items in EconPapers)
JEL-codes: M21 M31 (search for similar items in EconPapers)
Date: 2020
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.jsrpublishing.com/userfiles/files/arch ... Vol.VI_No.1_2020.pdf (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:jsr:journl:v:6:y:2020:i:1:p:92-101

Access Statistics for this article

Junior Scientific Researcher is currently edited by Aluculesei Alina-Cerasela

More articles in Junior Scientific Researcher from SC Research Publishing SRL
Bibliographic data for series maintained by Aluculesei Alina-Cerasela ().