Nisa, Khoirun (2017) Analisis Pengaruh Ekuitas Merek (Brand Equity) Terhadap Keputusan Pembelian Minuman Sari Buah Merek Dewata Di Kota Batu. Sarjana thesis, Universitas Brawijaya.
Abstract
Merek yang kuat ditandai dengan dikenalnya suatu merek dalam masyarakat, asosiasi merek yang tinggi pada suatu produk, persepsi positif dari pasar dan kesetiaan konsumen terhadap merek tinggi. Semakin kuat ekuitas merek suatu produk, semakin kuat pula daya tariknya di mata konsumen untuk mengkonsumsi produk tersebut. Tujuan dari penelitian ini adalah menganalisis pengaruh variabel-variabel ekuitas merek terhadap keputusan pembelian konsumen produk minuman sari buah merek dewata, dan menganalisis variabel ekuitas merek yang berpengaruh secara dominan terhadap keputusan pembelian konsumen produk minuman sari buah merek dewata. Lokasi penelitian dilakukan secara purposive yaitu di Kota Batu, Jawa Timur. Waktu penelitian dilakukan pada bulan Maret sampai dengan April 2017. Penentuan sampel dilakukan menggunakan non-probability sampling dengan metode accidental sampling dimana jumlah sampel sebanyak 93 responden. Analisis data yang dilakukan pada penelitian yaitu menggunakan regresi linear berganda. Hasil dari penelitian ini menunjukkan bahwa semua variabel independent yang terdiri dari variabel kesadaran merek, asosiasi merek, persepsi kualitas dan loyalitas merek secara simultan memiliki pengaruh yang signifikan terhadap variabel dependen yaitu keputusan pembelian konsumen. Selain itu, variabel yang secara dominan berpengaruh terhadap variabel keputusan pembelian konsumen adalah variabel loyalitas merek. Hal ini dapat dilihat dari nilai t hitung yang besar dibanding variabel lain dan didukung hasil wawancara di lapang rata-rata pembelian berulang konsumen yaitu lebih dari 5 kali pembelian.
English Abstract
Strong brands are characterized by the recognition of a brand in society, a high brand association in a product, a positive perception of the market and a high brand consumer loyalty. The stronger brand equity of a product, the stronger its appeal to consumers to consume the product. The purpose of this study is to analyze the influence of brand equity variables on consumer purchasing decisions of dewata fruit juice products, and to analyze the brand equity variables that dominantly influence consumer purchasing decisions of dewata fruit juice products. The location of the research is purposive in Batu, East Java. The study was conducted in March until April 2017. The sample determination was conducted using non-probability sampling with accidental sampling method in which the number of samples was 93 respondents. Data analysis conducted on the research is using multiple linear regression. The results of this study indicate that all independent variables consisting of brand awareness variables, brand associations, quality perceptions and brand loyalty simultaneously have a significant influence on the dependent variable that is consumer purchasing decisions. In addition, the variables that predominantly affect the consumer purchase decision variables are brand loyalty variables. This can be seen from the value of t large compared to other variables and supported the results of interviews in the field of average repeat purchase of consumers is more than 5 times the purchase.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2017/273/051706063 |
| Uncontrolled Keywords: | Merek, Ekuitas Merek, Keputusan Pembelian |
| 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 Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 24 Oct 2017 03:02 |
| Last Modified: | 20 Jun 2022 08:37 |
| URI: | http://repository.ub.ac.id/id/eprint/4262 |
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