Diah, Niken Retnaning (2017) The Influence Of Advertising And Brand Equity On Purchase Decision (Study On Jambuluwuk Batu Village Resorts And Convention Hall Guest). Sarjana thesis, Universitas Brawijaya.
Abstract
Tujuan dari penelitian ini adalah (1) untuk mengujipengaruh periklanan terhadap ekuitas merek; (2) untuk menguji pengaruh periklanan terhadap keputusan pembelian; dan (3) untuk menguji pengaruh ekuitas merek terhadap keputusan pembelian. Penelitian ini menggunakanpenelitian eksplanatoridengan pendekatan kuantitatif. Variabel-variabel yang digunakan adalah periklanan, ekuitas merek, dankeputusan pembelian. Pengumpulan data dikumpulkan dengan menyebarkan kuesionerpada 116 tamu hotel Jambuluwuk Batu Village Resorts and Convention Hall. Teknik pengambilan sampelpada penelitian ini adalahpurposive sampling. Teknik analisis penelitian ini adalah analisis path. Hasil dari analisis path analysis menunjukkan bahwa(1) Periklanan memiliki efek signifikanpada ekuitas merek; (2) Periklanan memiliki efek signifikanpada keputusan pembelian; (3) Ekuitas merek memiliki efek signifikanpada keputusan pembelian. Oleh karena itu, pengelolaan Jambuluwuk Batu Village Resorts Convention Hall harus dipertahankan dan ditingkatkan melalui indikator iklan. Strategi yang dapat digunakan oleh Jambuluwuk Batu Village Resorts dan Convention Hall untuk meningkatkan iklan yang memiliki efek signifikan pada ekuitas merek dan keputusan pembelian sebagai berikut; pertama, memaksimalkan media elektronik, selalu updatememberikan penawaran menarik melalui email blast, selalu memperbaruhi dan menginovasi website yang dimiliki Jambuluwuk Batu, dan menampilkan foto terbaik dari wilayah hotel untuk dipasang pada situs perjalanan online, sehingga melalui iklan, dapat membangun ekuitas merek di benak tamu yang berdampak pada keputusan tamu menginap. Kedua untuk membangun ekuitas merek tentu harus meningkatkan pelayanan dan memperkuat karakteristik Jambuluwuk Batu Village Resorts dan Convention Hall, yang akan berdampak pada keputusan kenaikan pembelian.
English Abstract
The purposes of this research are (1) to examine and analyse the effect of advertising on purchase decision; (2) to examineand analyse the effect of advertising on brand equity; and (3) to examineand analyse the effect of brand equity on purchase decision. This research used explanatory research with the quantitative approach. The variables are advertising, brand equity and purchase decision. The collection of data obtained from distributing questionnaires to 116 guest from Jambuluwuk Batu Village Resorts and Convention Hall. The sampling technique of this research is purposive sampling. The analysis technique is path analysis. The path analysis result showed that (1) Advertising has significant effect on brand equity; (2) Advertising has significant effect on purchase decision; (3) Brand Equityhas significant effect on purchase decision Therefore, management of Jambuluwuk Batu Village Resorts and Convention Hall should be maintained and improved the indicators of advertising.Strategies that can be used by Jambuluwuk Batu Village Resorts and Convention Hall to increase advertising that has significant effect on brand equity and purchase decision as follows; first, maximizing the electronic media, providing attractive deals offered through email blasts, always update for the innovation of website owened by Jambuluwuk, and featuring the best photos from the hotel area to plug in the online travel sites,so that through advertising can build brand equity in the minds of guests that have an impact on decisions overnight guests. For the second to build brand equity should certainly improve service and strengthen the characteristics of Jambuluwuk Batu Village Resorts and Convention Hall, which will have an impact on increase purchase decision.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2017/783/051708470 |
| Uncontrolled Keywords: | Periklanan, Ekuitas Merek, dan Keputusan Pembelian |
| Subjects: | 600 Technology (Applied sciences) > 659 Advertising and public relations > 659.1 Advertising |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Kustati |
| Date Deposited: | 11 Sep 2017 07:24 |
| Last Modified: | 04 Nov 2020 03:49 |
| URI: | http://repository.ub.ac.id/id/eprint/2345 |
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