Explanatory Quantitative Study: The Influence of Brand Equity Towards Purchasing Decision on ‘Indomie’ Instant Noodle Products in Malang

Murti., Dianira Pradnya (2017) Explanatory Quantitative Study: The Influence of Brand Equity Towards Purchasing Decision on ‘Indomie’ Instant Noodle Products in Malang. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini menggunakan teori atribusi yang digunakan dalam menjelaskan perilaku konsumen yang berfokus pada penyebab tentang perilaku dalam menentukan sebuah produk yang ingin ia miliki dan bagaimana informasi yang terpercaya dapat memberikan penjelasan mengenai perilaku konsumen. Teori tribusi dalam penelitian ini digunakan menjelaskan pengaruh variable independen dalam brand equity terhdapa variabel dependen keputusan pembelian. Variable independen terdiri dari brand awareness sebagai X1, brand association sebagai X2, perceived quality sebagai X3, dan brand loyalty sebagai X4 serta variabel dependen yaitu keputusan pembelian. Metode yang digunakan yaitu eksplanatif kuantitatif dengan menggunakan analisis data regresi liner berganda. Pada penelitianini, teknik pengambilan data yang digunakan adalah teknik quota sampling. Dari hasil penelitian ini menunjukkan bahwa terdapat pengaruh signifikan secara simultan antara brand awareness, brand association, perceived quality, dan brand loyalty terhadap keputusan pembelian produk mie instan merek Mie Indomie di Kota Malang. Variabel yang paling berpengaruh terhadap keputusan pembelian yaitu brand association, kemudian Perceived quality, setelah itu brand loyalty, dan yang terakhir brand awareness.

English Abstract

This research uses attribution theory that used in explaining consumer behavior that focuses on the cause of the behavior in determining a product that consumers want to have and how a trusted information can provide an explanation about the consumers behavior. Attribution theory in this research is used to explain the influence of the independent variables in the brand equity to dependent variables that is purchasing decision. Independent variables consist of brand awarenesss as X1, brand association as X2, perceived quality as X3, brand loyalty as X4 and dependent variable that is purchasing decision (Y). The method that used is explanatory quantitative and used multiple linear regression analysis. In this research, the sampling that used is quota sampling. From the results of this research shows that there is a significant influence simultaneously between brand awarenesss, brand associationn, perceivedd quality and brand loyaltyy toward purchasing decision on Instant Noodle Products “Indomie” in Malang. The most influential variable toward the purchasing decision is brand aassociation, then the second perceived quality, after that brand loyalty, and the last brand awareness.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FIS/2017/848/051711181
Uncontrolled Keywords:	Attribution Theory, Brand Equity, Purchasing Decision
Subjects:	300 Social sciences > 302 Social interaction > 302.2 Communication
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
Depositing User:	Budi Wahyono Wahyono
Date Deposited:	16 Nov 2017 06:43
Last Modified:	11 Nov 2024 01:29
URI:	http://repository.ub.ac.id/id/eprint/5652

Text DIANIRA PRADNYA MURTI.pdf Download (4MB)

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