Sundari, Dian Estetika and Prof. Dr. Ir. Nuddin Harahab,, MP (2022) Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Produk Olahan Seafood Frozen CEDEA Di Kota Depok. Sarjana thesis, Universitas Brawijaya.
Abstract
Industri olahan seafood frozen semakin berkembang karena adanya tren makanan Steamboat khas Tiongkok saat Pandemi Covid-19 sehingga banyaknya merek dengan produk sejenis yang beredar di pasaran. Hal tersebut membuat tingkat persaingan semakin tinggi dan perusahaan harus mampu bersaing mempertahankan eksistensinya dan meningkatkan kepercayaan merek kepada konsumen. Di era globalisasi ini merek juga menjadi sangat penting karena atribut-atribut lain seperti atribut produk mudah ditiru oleh kompetitor. Oleh karena itu perusahaan harus mengelola merek dengan baik, karena merek yang bergengsi memiliki ekuitas merek yang kuat sehingga mendapatkan perhatian dari konsumen dan mempengaruhi konsumen dalam proses keputusan pembelian. Dengan ekuitas merek yang kuat perusahaan mampu memiliki keunggulan kompetitif dan dapat merebut pangsa pasar. Dikarenakan permasalahan permasalahan tersebut peneliti melakukan penelitian mengenai pengaruh ekuitas merek terhadap keputusan pembelian produk olahan seafood frozen CEDEA di Kota Depok. Penelitian bertujuan untuk (1) menganalisis pengaruh kesadaran merek terhadap keputusan pembelian produk olahan seafood frozen CEDEA di Kota Depok secara parsial. Tujuan ke (2) menganalisis pengaruh asosiasi merek terhadap keputusan pembelian produk olahan seafood frozen CEDEA di Kota Depok secara parsial. Tujuan ke (3) menganalisis pengaruh persepsi kualitas terhadap keputusan pembelian produk olahan seafood frozen CEDEA di Kota Depok secara parsial. Tujuan ke (4) menganalisis pengaruh loyalitas merek terhadap keputusan pembelian produk olahan seafood frozen CEDEA di Kota Depok. Tujuan ke (5) menganalisis pengaruh ekuitas merek terhadap produk olahan seafood frozen CEDEA di Kota Depok secara simultan. Tujuan ke (6) menganalisis dimensi ekuitas merek yang lebih mempengaruhi keputusan pembelian produk olahan seafood frozen CEDEA di Kota Depok. Metode penelitian yang digunakan pada penelitian ini adalah penelitian kuantitatif dengan jenis penelitian explanatory research. Jenis data berdasarkan meliputi data primer dan data sekunder. Data primer didapatkan dari hasil penilaian responden melalui instrumen penelitian kuesioner, data sekunder didapatkan dari jurnal ilmiah, buku dan website. Penelitian ini menggunakan populasi yaitu konsumen CEDEA yang berdomisili di Kota Depok dan penentuan sampel nya menggunakan teknik non probability sampling dengan pendekatan purposive sampling sehingga diperoleh 115 sampel yang kemudian dijadikan sebagai responden. Analisis data yang digunakan yaitu menggunakan Uji Validitas dan Uji Reliabilitas untuk menguji instrumen penelitian, Uji Asumsi Klasik yang meliputi Uji Normalitas, Uji Multikoliniearitas, dan Uji Heteroskedastisitas, Analisis Regresi Linier Berganda, dan Uji Model yang meliputi Uji Koefisien Determiniasi, Uji t, dan Uji F. Hasil dari penelitian ini adalah adanya pengaruh ekuitas merek terhadap keputusan pembelian produk olahan seafood frozen CEDEA di Kota Depok baik itu secara parsial maupun simultan. Variabel X1 (kesadaran merek), X2 (asosiasi merek) dan X4 (loyalitas merek) secara parsial memberikan pengaruh terhadap variabel Y (keputusan pembelian) secara signifikan. Variabel X3 (persepsi kualitas) secara parsial tidak memberikan pengaruh signifikan terhadap variabel Y (keputusan pembelian). Variabel X1 (kesadaran merek), X2 (asosiasi merek), X3 (persepsi kualitas), dan X4 (loyalitas merek) secara simultan memiliki pengaruh positif signifikan terhadap keputusan pembelian sebesar 71,4%. Dimensi ekuitas merek yang paling mempengaruhi keputusan pembelian adalah loyalitas merek. Penelitian ini diharapkan dapat menjadi referensi dan menambah wawasan untuk penelitian lebih lanjut. Selain itu, diharapkan dapat menjadi bahan pertimbangan merek CEDEA dalam mengelola ekuitas mereknya dan dapat dijadikan acuan bagi pelaku usaha menengah besar yang sejenis dalam mengelola ekuitas mereknya sebagai strategi pemasaran.
English Abstract
The frozen seafood processing industry is growing due to the trend of Chinese Steamboat specialties during the Covid-19 pandemic, so that many brands with similar products appear on the market. This makes the level of competition higher and companies must be able to compete to maintain their existence and increase brand trust to consumers. In this era of globalization, brands are also very important because other attributes such as product attributes are easily imitated by competitors. Therefore, companies must manage brands well, because prestigious brands have strong brand equity so that they get consumers' attention and influence consumers in the buying decision process. With strong brand equity, the company is able to have a competitive advantage and can capture market share. Based on these problems, the researcher conducted a study on the effect of brand equity on purchasing decisions of CEDEA frozen seafood products in Depok City. This study aims to (1) analyze the effect of brand awareness on purchasing decisions for CEDEA frozen seafood products in Depok City partially. Objectives (2) to analyze the influence of brand associations on purchasing decisions for CEDEA frozen seafood processed products in Depok City partially. Objective (3) is to partially analyze the effect of perceived quality on purchasing decisions for CEDEA frozen seafood processed products in Depok City. Objective (4) is to analyze the effect of brand loyalty on purchasing decisions of CEDEA frozen seafood processed products in Depok City. Objective (5) is to analyze the effect of brand equity on CEDEA frozen seafood processed products in Depok City simultaneously. Objective (6) is to analyze the dimensions of brand equity which influence the purchasing decisions of CEDEA frozen seafood products in Depok City. The research method used in this research is quantitative research with the type of explanatory research. Sources of data obtained include primary data and secondary data. Primary data was obtained from the results of respondents' assessments through questionnaire research instruments, secondary data obtained from scientific journals, books and websites. This study uses a population of CEDEA consumers who are domiciled in Depok City and the determination of the sample using a non-probability sampling technique with a purposive sampling approach so that 115 samples are obtained which are then used as respondents. Analysis of the data used using Validity Test and Reliability Test to test the research instrument, Classical Assumption Test which includes Normality Test, Multicollinearity Test, and Heteroscedasticity Test, Multiple Linear Regression Analysis, and Model Test which includes Coefficient of Determination Test, t Test, and F Test . The results of this study are the influence of brand equity on the decision to purchase CEDEA frozen seafood products in Depok City, either partially or simultaneously. Variables X1 (brand awareness), Variables X2 (brand association) and X4 (brand loyalty) partially have a significant influence on variable Y (purchase decisions). Variables X3 (perceived quality) partially do not have a significant effect on variable Y (purchase decision). Variables X1 (brand awareness), X2 (brand association), X3 (perceived quality), and X4 (brand loyalty) simultaneously have a significant positive effect on purchasing decisions of 71.4%. The dimension of brand equity that most influences purchasing decisions is brand loyalty. This research is expected to be a reference and add insight for further research. In addition, it is hoped that it can be considered by the CEDEA brand in managing its brand equity and can be used as a reference for similar large and medium-sized business actors in managing their brand equity as a marketing strategy.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0522080114 |
| Subjects: | 300 Social sciences > 338 Production > 338.3 Other extractive industries > 338.37 Products > 338.372 Products of fishing, whaling, hunting, trapping > 338.372 7 Products of fishing, whaling, hunting, trapping (Fishing) |
| Divisions: | Fakultas Perikanan dan Ilmu Kelautan > Agrobisnis Perikanan |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 09 Sep 2022 02:36 |
| Last Modified: | 09 Sep 2022 02:36 |
| URI: | http://repository.ub.ac.id/id/eprint/194123 |
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