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Personal Sales, Brand Image, Mouth Words On Decisions To Buy Honda Brand Spare Parts

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  • Anak Agung Ngurah Gede Sadiartha

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.

Suggested Citation

  • Anak Agung Ngurah Gede Sadiartha, 2020. "Personal Sales, Brand Image, Mouth Words On Decisions To Buy Honda Brand Spare Parts," Junior Scientific Researcher, SC Research Publishing SRL, vol. 6(1), pages 92-101, May.
    • Handle: RePEc:jsr:journl:v:6:y:2020:i:1:p:92-101
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    More about this item

    Keywords

    Personal Sales; Brand Image; Mouth words; Decisions to buy;
    All these keywords.

    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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