Anhar, Arieldo (2019) Pengaruh Brand Awareness Dan Brand Association Merek Brodo Terhadap Minat Beli Konsumen Di Kota Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Brand awareness dan brand association memiliki peran yang penting terhadap meningkatkan minat beli konsumen. Brand awareness dan brand association yang baik akan juga berpengaruh baik kepada minat beli konsumen. Adanya brand awareness berarti kemampuan konsumen dapat mengenali dan mengingat merek dalam situasi yang berbeda, sedangkan sebuah asosiasi merek dapat menciptakan informasi yang padat bagi pelanggan, mempengaruhi interpretasi terhadap fakta – fakta dan mempengaruhi pengingatan kembali atas fakta pada saat pengambilan keputusan. Penelitian ini bertujuan untuk menguji secara empiris pengaruh brand awareness dan brand association terhadap minat beli konsumen. Penelitian ini menggunakan dua variabel independen yaitu brand awareness dan brand association. Variabel dependennya adalah minat beli. Sampel penelitian ini adalah seluruh calon konsumen Brodo di Kota Malang yang telah mengunjungi situs web Brodo yang berusia 17 – 30 tahun. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah non probability sampling dan didapat sebanyak 99,29 responden yang dibulatkan menjadi 100 responden. Pengumpulan data dilakukan dengan kuesioner yang berupa google form dan disebarkan melalui sosial media Line dan Whatsapp. Data yang terkumpul dianalisis menggunakan regresi linear berganda. Hasil dari penelitian menunjukan bahwa variabel – variabel brand awareness dan brand association berpengaruh signifikan terhadap minat beli. Berdasarkan dari uji t didapatkan bahwa variabel brand association memiliki pengaruh yang lebih dominan terhadap minat beli calon konsumen merek Brodo.
English Abstract
Brand awareness and brand association have a very important role to increase customer’s purchase intention. A good brand awareness and good brand association will also have a good influence on customer’s purchase intention. The existence of brand awareness means the ability of consumer to recognize and remember brands in different siuation, while brand association can create solid information for customers affect the interpretation of facts and influence the recall of facts during decision making. This study aims to empirically examine the effect of brand awareness and brand association on consumer’s purchase intention. This study uses two independent variables which is brand awareness and brand association. The dependent variable is purchase intention. The sample of this study is all prospective consumers of Brodo in Malang who have visited the Brodo website aged 17-30 years old. The sampling technique used in this study was non probability sampling and was obtained as many as 99.29 respondents rounded up to 100 respondents. Data collection was done with a questionnaire in the form of google form and distributed through social media Line and Whatsapp. The collected data was analyzed using multiple linear regression. The results of the study show that brand awareness and brand association variables have a significant effect on purchase intention. Based on the t-test it was found that the brand association variable had a more dominant influence on the puchase intention of prospective consumers of Brodo.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FISIP/2019/51/051902423 |
| Uncontrolled Keywords: | Brand Awareness, Brand Association, Brodo, Minat Beli Brand Awareness, Brand Association, Brodo, Purchase Intention |
| Subjects: | 300 Social sciences > 302 Social interaction > 302.3 Social interaction within groups |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 13 Jul 2020 01:03 |
| Last Modified: | 17 Jan 2022 04:33 |
| URI: | http://repository.ub.ac.id/id/eprint/169051 |
Preview |
Text
Arieldo Anhar (2).pdf Download (2MB) | Preview |
Actions (login required)
 |
View Item |