The Influence of Brand Image on Purchasing Intention of Yamaha Aerox 155 in Makassar

Abstract

This study aimed to analyze the influence of brand image on purchasing intention of Yamaha Aerox 155 in Makassar. Population of the study was Z-Generation in Makassar Metropolitan City. Using accidental sampling method, a hundred respondents were selected. Data were collected using questionnaire. Descriptive analysis was applied prior to regression analysis. The results of this study showed that brand image is partially positive and significant effect on intention to purchase Yamaha Aerox 155 in Makassar. Of this study was obtained R Square of 0428, which means that 42.8% of variation explained by the variation of buying interest in the brand image variables, the sremaining 57.2% is explained by other variables outside of this study