Ari, Intan Sulistiyo (2017) Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian (Survei Pada Mahasiswa S1 Angkatan 2012/2013, 2013/2014, 2014/2015 Fakultas Ilmu Administrasi Universitas Brawijaya Malang Pengguna Smartphone Iphone). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilatarbelakangi oleh persaingan industri smartphone yang semakin ketat. Banyaknya merek smartphone yang muncul menawarkan berbagai pilihan bagi konsumen. Secara khusus, penelitian ini mengulas kategori produk smartphone merek iPhone milik Apple yang telah menjadi market leader sejak merilis iPhone pertamanya pada Tahun 2007. Keberhasilan iPhone menguasai pasar smartphone terus bertahan hingga dewasa ini. Brand value Apple pun yang termahal dibanding vendor smartphone yang lain. Penelitian ini secara khusus menguji pengaruh empat elemen ekuitas merek model Aeker yang terdiri dari loyalitas merek, kesadaran merek, persepsi kualitas, dan asosiasi merek terhadap keputusan pembelian. Jenis penelitian yang digunakan adalah eksplanantory research dengan pendekatan kuantitatif. Pengumpulan data dilakukan melalui kuesioner terhadap 116 orang konsumen iPhone di wilayah Fakultas Ilmu Administrasi Universitas Brawijaya Malang yang diperoleh dengan purposive sampling. Analisis data yang digunakan adalah regresi linier berganda. Adapun tahapan pengujiannya adalah uji validitas dan reliabilitas, uji asumsi klasik, regresi ganda, pengujian hipotesis melalui Uji F dan Uji t, serta koefisien determinasi. Hasil penelitian menunjukkan bahwa secara simultan, loyalitas merek, kesadaran merek, persepsi kualitas, dan asosiasi merek berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai F hitung > F tabel = 51,942 > 2,45. Secara parsial, loyalitas merek, kesadaran merek, dan persepsi kualitas berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai masing-masing t hitung > t tabel = 9,088 > 1,659, t hitung > t tabel = 2,551 > 1,659, t hitung > t tabel = 2,176 > 1,659. Sedangkan asosiasi merek berpengaruh negatif dan tidak signifikan terhadapan keputusan pembelian dengan nilai t hitung < t tabel = -0,100 < 1,659. Uji R2 menunjukkan pengaruh keempat variabel dependpen terhadap variabel dependen sebesar 64,1%, sedangkan sisanya 35,9% dipengaruhi oleh variabel lain yang tidak ada dalam penelitian ini.
English Abstract
This research is motivated by the competitive smartphone industry is getting tighter. The number of smartphone brands that appear offering a variety of options for consumers. In particular, this research This study examines the product category Apple's iPhone smartphone brands which have been a market leader since the release of its first iPhone in 2007. The success of the iPhone dominate the smartphone market continues to survive until today. Apple's brand value was the highest compared to other smartphone vendors. This study specifically examines the influence of the four elements of brand equity using the Aaker’s model that brand loyalty, brand awareness, perceived quality, and brand associations on purchasing decisions. This type of research is explanantory research with quantitative approach. Data collected through questionnaires to 116 people in the area of consumer iPhone Faculty of Administrative Sciences Brawijaya University Malang obtained by purposive sampling. The data analysis used is multiple linear regression. The stages of testing is to test the validity and reliability, the classic assumption test, multiple regression, hypothesis testing through F test and t test, as well as the coefficient of determination. The results showed that simultaneous, brand loyalty, brand awareness, perceived quality, and brand associations positive and significant impact on purchasing decisions by F count > F table = 51.942 > 2.45. Partially, brand loyalty, brand awareness and perception of the quality of positive and significant impact on purchasing decisions with the value of each t > t table = 9.088> 1.659, t > t table = 2.551 > 1.659, t > t table = 2.176 > 1.659. While the brand association have negative influence and no significant on purchasing decisions with a value of t < t table = -0.100 < 1.659. R2 test shows the effect of four variables on the dependent variable dependpen by 64.1%, while the remaining 35.9% is influenced by other variables that are not in this study.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2019/33/051906022 |
| Uncontrolled Keywords: | Ekuitas Merek, Loyalitas Merek, Kesadaran Merek, Persepsi Kualitas, Asosiasi Merek, Brand Equity, Brand Loyalty, Brand Awareness, Preceived Quality, Brand Associations |
| 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: | Nur Cholis |
| Date Deposited: | 10 Aug 2020 06:32 |
| Last Modified: | 28 Oct 2021 03:03 |
| URI: | http://repository.ub.ac.id/id/eprint/172231 |
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