THE ROLE OF BRAND IMAGE IN MEDIATING THE INFLUENCE OF PRICE ON THE PURCHASE DECISION OF MATIC MOTORCYCLES AT CV. HONDA DAYA MOTOR IN GOWA REGENCY
Abstract
This research aims to analyze the effect of price on the brand image of automatic motorcycles at CV. Honda Daya Motor in Gowa Regency. To analyze the effect of price on the purchasing decision of automatic motorcycles at CV. Honda Daya Motor in Gowa Regency. To analyze the effect of brand image on the purchasing decision of automatic motorcycles at CV. Honda Daya Motor in Gowa Regency. To analyze the effect of brand image in mediating price on the purchasing decision of automatic motorcycles at CV. Honda Daya Motor in Gowa Regency. The method in this research uses partial least square (PLS) analysis with SmartPLS software version 4.9.10. PLS is one of the methods for Structural Equation Modeling (SEM) that, in this case, is preferred over other SEM techniques. The findings of this study indicate that price has a positive and significant impact on brand image. Competitive selling prices in the marketing of Honda automatic motorcycles will influence consumers' decisions when purchasing Honda automatic motorcycles. The brand image of automatic motorcycle products will significantly influence the purchasing decisions of automatic motorcycles in marketing. Brand image can mediate the influence of price on the purchasing decision of automatic motorcycles at CV. Honda Daya Motor in Gowa Regency.
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