Pengaruh Ekuitas Merek dan E-Wom (Electronic Word of Mouth) terhadap Keputusan Konsumen membeli Sparepart Motor Honda di UD.Briyo Motor Lumajang

Abstract

Currently, consumer purchasing decisions for Honda motorbike spare parts are increasing. Because motorbikes are a widely used means of land transportation. UD.Briyo Motor Lumajang sells Honda spare parts. The majority of consumers recognize UD.Briyo Motor Lumajang because spare parts those sold are of good quality and up to date. UD. Briyo Motor Lumajang carries out promotions through social media. Finding out how brand equity and electronic word of mouth influence customer decisions is the main goal of this research. Buy spare parts Honda motorbike at UD. Briyo Motor Lumajang. This research uses a population of consumers at UD. Briyo Motor Lumajang. Because random sampling was the method used, the sample selected was 60 consumers from UD.Briyo Motor Lumajang. Research findings show that consumer decisions in purchasing replacement parts for Honda motorbikes at UD are influenced by brand equity. Briyo Lumajang motorbike. Electronic word-of-mouth influences customers' choices to buy replacement parts for Honda motorbikes from UD. Briyo Lumajang motorbike. 58.2% is the coefficient of determination value.