PERSONAL SALES, BRAND IMAGE, MOUTH WORDS
ON DECISIONS TO BUY HONDA BRAND SPARE PARTS Cover Image

PERSONAL SALES, BRAND IMAGE, MOUTH WORDS ON DECISIONS TO BUY HONDA BRAND SPARE PARTS
PERSONAL SALES, BRAND IMAGE, MOUTH WORDS ON DECISIONS TO BUY HONDA BRAND SPARE PARTS

Author(s): Anak Agung Ngurah Gede Sadiartha
Subject(s): Socio-Economic Research
Published by: Research Publishing SRL
Keywords: Personal Sales; Brand Image; Mouth words; Decisions to buy

Summary/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.

  • Issue Year: 6/2020
  • Issue No: 1
  • Page Range: 92-101
  • Page Count: 10
  • Language: English
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