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Open access Jurnal SINTA 5

PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MOTOR YAMAHA DI KABUPATEN MOROWALI

Sultra Journal of Economic and Business · Vol. 2 No. 2 (2021) · pp. 69–80

DOI
10.54297/sjeb.Vol2.Iss2.168
ISSN
2716-1781
Published
2021-10-23
Publisher
Fakultas Ekonomi Dan Bisnis Universitas Sulawesi Tenggara
Language
eng
License
creativecommons.org/licenses/by/4.0

Abstract

This study aims to determine and analyze the effect partially and simultaneously of the brand image consisting of corporate image, product image, and user image on purchasing decisions for Yamaha Motorcycles in Morowali Regency. This type of research is a quantitative study using 120 respondents who were taken by accidental sampling technique. The data collection used a questionnaire and analyzed using multiple linear regressionThe results of the study found that (1) there was a partially positive and significant influence of corporate image on purchasing decisions, (2) there was a partially positive and significant effect of product image on purchasing decisions, (3) there was a partial positive and significant effect of user image on the decision. purchase, (4) there is a positive and significant effect of corporate image, product image, and user image simultaneously on purchasing decisions for Yamaha Motorbikes in Morowali Regency.

Collaboration network of the authors

29 authors · 61 co-authorship links · 3 across different organisations

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Sulawesi Tenggara
  • DESA
  • State University of Semarang
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
La Ode Abdul MananUniversitas Sulawesi Tenggara3
Zainuddin ZainuddinAffiliation unknown2
Suyuti HMUniversitas Sulawesi Tenggara2
Muslimin ZUniversitas Sulawesi Tenggara2
Sahyunu SahyunuUniversitas Sulawesi Tenggara2
Joko Tri BrataUniversitas Sulawesi Tenggara1
Ruksanan RuksananUniversitas Sulawesi Tenggara1
Daswin AwitDESA1
Hasby HamyatUniversitas Sulawesi Tenggara1
Hartati. .Affiliation unknown1
Nurlela NurlelaAffiliation unknown1
Muh. Zabir ZainuddinAffiliation unknown1
Ali TaufikAffiliation unknown1
Jumria NingsiAffiliation unknown1
Subhan SubhanState University of Semarang1
Nasir Andi BasoAffiliation unknown1
Herman TitopUniversitas Sulawesi Tenggara1
Lilis JulianiUniversitas Sulawesi Tenggara1
Elli KusumaUniversitas Sulawesi Tenggara1
Nurul Umi PausiaUniversitas Sulawesi Tenggara1
Muhammad Zabir ZainuddinUniversitas Sulawesi Tenggara1
Ryan Imadani AndjasmaraUniversitas Sulawesi Tenggara1
Windi Dwi AyuUniversitas Sulawesi Tenggara1
Ayu Dwi SulastriAffiliation unknown1
Muh. Nasir Andi BasoAffiliation unknown1
Rony RonyAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://jurnal-unsultra.ac.id/index.php/sjeb/oai, first harvested 30 Okt 2026, last seen 30 Okt 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MOTOR YAMAHA DI KABUPATEN MOROWALI</dc:title>
	<dc:creator>Djauhar, Asri</dc:creator>
	<dc:creator>Tovan, Tovan</dc:creator>
	<dc:creator>Suharlian, Suharlian</dc:creator>
	<dc:description xml:lang="en-US">This study aims to determine and analyze the effect partially and simultaneously of the brand image consisting of corporate image, product image, and user image on purchasing decisions for Yamaha Motorcycles in Morowali Regency. This type of research is a quantitative study using 120 respondents who were taken by accidental sampling technique. The data collection used a questionnaire and analyzed using multiple linear regressionThe results of the study found that (1) there was a partially positive and significant influence of corporate image on purchasing decisions, (2) there was a partially positive and significant effect of product image on purchasing decisions, (3) there was a partial positive and significant effect of user image on the decision. purchase, (4) there is a positive and significant effect of corporate image, product image, and user image simultaneously on purchasing decisions for Yamaha Motorbikes in Morowali Regency.</dc:description>
	<dc:publisher xml:lang="en-US">Fakultas Ekonomi Dan Bisnis Universitas Sulawesi Tenggara</dc:publisher>
	<dc:date>2021-10-23</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://jurnal-unsultra.ac.id/index.php/sjeb/article/view/168</dc:identifier>
	<dc:identifier>10.54297/sjeb.Vol2.Iss2.168</dc:identifier>
	<dc:source xml:lang="en-US">Sultra Journal of Economic and Business; Vol 2 No 2 (2021): Edisi Oktober 2021; 69-80</dc:source>
	<dc:source>2716-1781</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://jurnal-unsultra.ac.id/index.php/sjeb/article/view/168/100</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2021 Asri Djauhar, Tovan Tovan, Suharlian Suharlian</dc:rights>
	<dc:rights xml:lang="en-US">http://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>