Ocktaria, Rossa (2015) Pengaruh Brand Personality dan Sales Promotion terhadap Brand Equity dan Keputusan Pembelian (Survei pada pengguna Wardah Kosmetik di Universitas Brawijaya Malang),. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui: (1) pengaruh Brand Personality terhadap Brand Equity; (2) pengaruh Sales Promotion terhadap Brand Equity; (3) pengaruh Brand Personality terhadap Keputusan Pembelian; (4) pengaruh Sales Promotion terhadap Keputusan Pembelian; (5) pengaruh Brand Equity terhadap Keputusan Pembelian. Jenis Penelitian ini adalah penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Sampel sebanyak 138 orang responden yang merupakan mahasiswi pengguna produk Wardah Kosmetik di Universitas Brawijaya Malang dengan menggunakan teknik purposive sampling. Metode pengumpulan data yang diambil dengan menyebarkan angket kepada responden. Analisis data menggunakan analisis deskriptif dan analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa: (1) Brand Personality berpengaruh Positif dan signifikan terhadap Brand Equity; (2) Sales Promotion berpengaruh positif dan signifikan terhadap Brand Equity; (3) Brand Personality berpengaruh Positif dan signifikan terhadap Keputusan Pembelian; (4) Sales Promotion berpengaruh negatif dan tidak signifikan terhadap Keputusan Pembelian (5) Brand Equity berpengarh positif dan signifikan terhadap keputusan pembelian. Dengan demikian, sebaiknya perusahaan yang menaungi Wardah Kosmetik lebih memperhatikan pembentukan brand personality dengan terus melakukan inovasi produk secara terus-menerus. Perusahaan juga harus meningkatkan kegiatan sales promotion secara intensif dengan memberikan sampel gratis maupun mempromosikan produk dengan cara mensponsori acara untuk mengembangkan dan memperkuat brand equity. Sehingga kegiatan tersebut diharapkan mampu mendorong keputusan pembelian konsumen.
English Abstract
This study aimed to: (1) determine the effect of Brand Personality on Brand Equity; (2) determine the effect of Sales Promotion on Brand Equity; (3) determine the effect of Brand Personality on Purchase Decision; (4) determine the effect of Sales Promotion on Purchase Decision; (5) determine the effect of Brand Equity on Purchase Decision. The type of research used explanatory research with quantitative approach. About 138 undergraduate female students who use Wardah Kosmetik products in Brawijaya University were taken as the sample using purposive sampling technique. The data was collected by distributing questionnaires to the respondents. Descriptive analysis and path analysis are used as data analysis techniques. The result findings show that: (1) Brand Personality has positive and significant effect on Brand Equity; (2) Sales Promotion has positive and significant effect on Brand Equity; (3) Brand Personality has positive and significant effect on Purchase Decision; (4) Sales Promotion has negative and insignificant effect on Purchase Decision; (5) Brand Equity has positive and significant effect on purchase Decision. Thus, the company of Wardah Cosmetics should pay more attention in forming brand personality by innovating products continuously. The company also should increase sales promotion activities intensively by providing free samples as well as promote the products by sponsoring events to develop and strengthen brand equity. So being able to encourage consumer purchase decisions.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2015/285/051504360 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 10 Aug 2015 14:34 |
| Last Modified: | 20 Oct 2021 09:11 |
| URI: | http://repository.ub.ac.id/id/eprint/117323 |
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