Analisis Hubungan Dimensi Ekuitas Merek dengan Keputusan Pembelian Konsumen Menggunakan Metode Partial Least Square (Studi Kasus Susu Ultra Milk Di Kota Malang).

Adinta, PutiFathima (2015) Analisis Hubungan Dimensi Ekuitas Merek dengan Keputusan Pembelian Konsumen Menggunakan Metode Partial Least Square (Studi Kasus Susu Ultra Milk Di Kota Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh dimensi ekuitas merek yang terdiri dari brand awareness (X1), brand association (X2), perceived quality (X3), dan brand loyalty (X4) terhadap keputusan pembelian konsumen (Y) susu Ultra Milk di Kota Malang. Ekuitas merek adalah seperangkat aset intangible yang menambah atau mengurangi nilai barang atau jasa pada suatu perusahaan. Analisis data menggunakan Partial Least Square (PLS). Responden penelitian ini 100 orang, diambil menggunakan teknik purposive sampling. Hasil kuesioner dianalisis menggunakan software SPSS 17.0 dan SmartPLS. Hasil riset menunjukkan keputusan pembelian konsumen dapat dimodelkan dengan persamaan Y= 0,026X1 – 0,024X2 + 0,259X3 + 0,528X4 + ξ. Brand loyalty bertindak sebagai variabel mediasi dan terbukti memediasi secara penuh hubungan antara brand association dengan keputusan pembelian konsumen. Brand awareness, perceived quality, dan brand loyalty berpengaruh positif terhadap keputusan pembelian konsumen, sedangkan brand association berpengaruh negatif. Faktor penentu keputusan pembelian konsumen terbesar ialah brand loyalty. Pengaruh negatif pada brand association dapat menjadi saran bagi perusahaan untuk melakukan kegiatan promosi potongan harga khususnya bagi konsumen remaja.

English Abstract

The purpose of this research is to study the effect dimension of brand equity which consist brand awareness (X1), brand association (X2), perceived quality (X3), and brand loyalty (X4) to the consumer’s purchase decision (Y) Ultra Milk in Malang City. Brand equity is a set of intangible asset associated with a brand that increase or decrease the value given by a goods or service to the company. This study used Partial Least Square (PLS) method to analyzing the data. Respondents in this study are 100 respondents, who were taken using purposive sampling technique. The results of the questionnaire were analyzed using SPSS 17.0 software and SmartPLS. The result of this study shows that consumer’s purchase decision can be modeled by the equation Y = 0,026X1 - 0,024X2 + 0,259X3 + 0,528X4 + ξ. Brand loyalty acts as a mediating variable and proven fully mediate the relationship of brand association with consumer purchasing decisions. Brand awareness, perceived quality, and brand loyalty has positive effect on consumer purchasing decisions, while brand association has negative effect. The most determining factor of consumer purchasing decision is brand loyalty. The negative influence on brand association can be a suggestion for the company to carry out promotional discounts activities, especially for adolescent consumer.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FTP/2015/115/051503373
Subjects:	300 Social sciences > 338 Production > 338.1 Agriculture
Divisions:	Fakultas Teknologi Pertanian > Keteknikan Pertanian
Depositing User:	Budi Wahyono Wahyono
Date Deposited:	20 May 2015 07:44
Last Modified:	21 Oct 2021 07:07
URI:	http://repository.ub.ac.id/id/eprint/149997

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