ABSTRACT

ANALYSIS OF THE EFFECT OF CONSUMER MOTIVATION AND BRAND IMAGES ON THE INTEREST TO BUY AND PURCHASE DECISIONS (Study of Bridgestone, Goodyear and Dunlop Brand Car Tire Consumers in Jakarta)

By Agus Pitoyo

The purpose of this study was to examine the effect of consumer motivation and brand image on consumer purchase intentions and the eventual impact on purchasing decisions of passenger car tires. The study was conducted for 3 TOP brands of passenger car tires in Indonesia (Bridgestone, Goodyear and Dunlop) using a survey of 260 respondents in Jakarta. The sampling technique carried out in this study was a simple random sampling. The analysis was carried out by Structural Equation Modeling (SEM) using LISREL 8.70 software. By using a 5% significance level, the results of the study show that consumer motivation is not proven to have a significant effect on buying interest but it is proven to significantly influence purchasing decisions for both partially and simultaneously. While the brand image is proven to have a significant positive effect on buying interest and purchasing decisions either partially or simultaneously. The results of this study also show that buying interest is proven to have a significant positive effect on purchasing decisions of passenger car tires.