Ariestawati, Ovinia (2018) Pengaruh Citra Merek Terhadap Keputusan Pembelian (Survei Pada Pelanggan Burger Mcdonald’s Cabang Mt. Haryono Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh signifikan variabel Keunggulan Asosiasi Merek (X1), Keunikan Asosiasi Merek (X2), Kekuatan Asosiasi Merek (X3) secara parsial dan simultan terhadap Keputusan Pembelian Produk (Y). Jenis Penelitian yang digunakan adalah penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Sampel sebanyak 112 Orang responden yang merupakan Pelanggan Pembeli Burger McDonald’s Cabang MT. Haryono Kota Malang dengan menggunakan teknik Purposive Sampling. Metode pengumpulan data menggunakan kuesioner. Analisis data yang digunakan adalah analisis deskriptif, uji asusmsi klasik, dan analisis regresi linier berganda. Hasil analisis regresi linier berganda menunjukkan bahwa variabel Keunggulan Asosiasi Merek (X1), Keunikan Asosiasi Merek (X2), Kekuatan Asosiasi Merek (X3) secara parsial dan simultan mempunyai pengaruh signifikan terhadap Keputusan Pembelian Produk (Y). Secara simultan F hitung sebesar 43,556 dan Ftabel 2,689. Sedangkan secara parsial variabel Keunggulan Asosiasi Merek (X1) menunjukan t hitung sebesar 3,451, variabel Keunikan Asosiasi Merek (X2) menunjukan t hitung sebesar 4,623, dan variabel Kekuatan Asosiasi Merek (X3) menunjukan t hitung sebesar 4,142. Ditarik kesimpulan bahwa variabel Keunggulan Asosiasi Merek (X1), Keunikan Asosiasi Merek (X2), Kekuatan Asosiasi Merek (X3) secara parsial dan simultan memiliki pengaruh signifikan terhadap Keputusan Pembelian Produk (Y)
English Abstract
This study aims to determine and explain the significant influence of the variable Brand Excellence (X1), the Uniqueness of the Brand Association (X2), Brand Association Strength (X3) partially and simultaneously to the Product Purchase Decision (Y). The type of research used is explanatory with a quantitative approach. A sample of 112 respondents were customers of MT McDonald's Burger McDonald's customers. Haryono City of Malang by using purposive sampling technique. Data collection method used a questionnaire. Data analysis used are descriptive analysis, classical assumption test, and multiple linear regression analysis. The results on multiple linear regression analysis showed that variable in the Brand Association Excellence variable (X1), Brand Association Uniqueness (X2), Brand Association Strength (X3) partially and simultaneously had a significant influence on Product Purchase Decisions (Y). Simultaneously F arithmetic is 43,556 and Ftable is 2,689. Partially the Brand Association Excellence variable (X1) shows a t count of 3.451, the Brand Association Uniqueness variable (X2) shows a t count of 4.623, and the Brand Association Strength variable (X3) shows a t count of 4.142. Based on the results of the study, it can be concluded that the Brand Association Excellence variable (X1), the Brand Association Uniqueness (X2), Brand Association Strength (X3) partially and simultaneously have a significant influence on Product Purchase Decisions (Y)
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2019/224/051906172 |
| Uncontrolled Keywords: | Keunggulan Asosiasi Merek, Keunikan Asosiasi Merek, Kekuatan Asosiasi Merek, dan Keputusan Pembelian, Brand Association Excellence, Brand Association Uniqueness, Brand Association Strength, and Purchase Decisio |
| 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 06:34 |
| Last Modified: | 10 Aug 2020 06:34 |
| URI: | http://repository.ub.ac.id/id/eprint/172428 |
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