Wardhani, Dyah Ayu Kusumo (2019) Pengaruh Brand Heritage terhadap Customer Perceived Value serta Dampaknya pada Keputusan Pembelian (Survei pada Mahasiswa Sarjana Program Studi Administrasi Bisnis Fakultas Ilmu Administrasi Universitas Brawijaya Malang Angkatan 2015 – 2016 yang Menggunakan Sepatu Merek BATA). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk (1) menjelaskan pengaruh Brand Heritage terhadap Customer Perceived Value, (2) menjelaskan pengaruh Customer Perceived Value terhadap Keputusan Pembelian, (3) menjelaskan pengaruh Brand Heritage terhadap Keputusan Pembelian. Jenis penelitian ini adalah eksplanatori (explanatory research) dengan pendekatan kuantitatif. Variabel pada penelitian ini terdiri dari Brand Heritage, Customer Perceived Value, dan Keputusan Pembelian. Kriteria populasi dalam penelitian ini adalah mahasiswa Sarjana Program Studi Administrasi Bisnis Fakultas Ilmu Administrasi Universitas Brawijaya Malang angkatan 2015 – 2016, pernah menggunakan sepatu merek BATA pada saat duduk di bangku sekolah dasar (SD), pernah menggunakan sepatu merek BATA minimal 1 kali dalam 3 tahun terakhir, pernah melakukan pembelian sepatu merek BATA minimal 1 kali dalam 3 tahun terakhir. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling dan metode pengumpulan data melalui kuesioner secara offline kepada 116 orang responden yang sesuai dengan kriteria populasi. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path analysis). Hasil penelitian menunjukan bahwa Brand Heritage (X) berpengaruh secara signifikan terhadap Customer Perceived Value (Z), Customer Perceived Value (Z) berpengaruh secara signifikan terhadap Keputusan Pembelian (Y), Brand Heritage (X) berpengaruh secara signifikan terhadap Keputusan Pembelian (Y) baik secara langsung maupun tidak langsung melalui Customer Perceived Value (Z). Berdasarkan hasil penelitian, sepatu merek BATA yang telah menjadi brand heritage (warisan merek) tetap perlu memasarkan dan memperkenalkan inovasi produk barunya kepada masyarakat sehingga mampu mempertahankan eksistensinya dengan banyaknya pesaing yang terus bermunculan di masa mendatang begitu pula dengan produk warisan merek lainnya.
English Abstract
The research aimed to (1) explain the influence of Brand Heritage towards Customer Perceived Value, (2) explain the influence of Customer Perceived Value towards purchase decision, (3) explain the influence of Brand Heritage towards purchase decision. The research used explanatory research with quantitative approach. The Variables of the research are Brand Heritage, Customer Perceived Value, and Purchase Decision. The criteria of population in this research are Bachelor Students of Business Administration, Faculty of Administrative Sciences, Brawijaya University, 2015 - 2016, has been using BATA’s shoes products when studied in elementary school, has been using BATA’s shoes products at least 1 time in the 3 years, has been buying BATA’s shoes products at least 1 time in the 3 years. This research for the sampling technique used purposive sampling and the data collection method by distributing online questionnaire to 116 respondents by data from population criteria. Data analysis used descriptive analysis and path analysis. The results showed that Brand Heritage (X) has significant influence towards Customer Perceived Value (Z), Customer Perceived Value (Z) has significant influence towards Purchase Decision (Y), Brand Heritage (X) has significant influence towards Purchase Decision (Y) either directly or indirectly through Customer Perceived Value (Z). Based on the results of the study, BATA’s shoes that has been becoming a heritage brand still needed an advertising and introduce new product innovations to the community so they could maintained their existence with the many competitors that continue to emerge in the future as well as other brand heritage products.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2019/365/051906392 |
| Uncontrolled Keywords: | Brand Heritage, Customer Perceived Value, Purchase Decision |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 10 Aug 2020 06:33 |
| Last Modified: | 10 Aug 2020 06:33 |
| URI: | http://repository.ub.ac.id/id/eprint/172181 |
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