Erlangga, Moch. Erwinsyah (2017) Pengaruh Kepribadian Merek Dan Celebrity Endorser Terhadap Kesadaran Merek Serta Dampaknya Pada Keputusan Pembelian (Studi Pada Konsumen Malang Strudel Di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh kepribadian merek dan celebrity endorser terhadap keasaran merek serta dampaknya pada keputusan pembelian produk makanan Malang Strudel. Lokasi penelitian dilakukan di salah satu cabang Malang Strudel di Kota Malang yaitu di Jl. Seokarno Hatta, Mojolangu, Kec. Lowokwaru, Kota Malang. Jenis Penelitian yang digunakan adalah explanatory research dengan jumlah sampel sebanyak 160 orang responden. Teknik pengambilan sampel menggunakan nonprobability sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah analisis statistik deskriptif dan analisis jalur (path analysis). Hasil Penelitian menunjukkan bahwa : (1) variabel Kepribadian Merek berpengaruh tidak signifikan terhadap variabel Kesadaran Merek; (2) variabel Celebriry Endorser berpengaruh tidak signifikan terhadap variabel Kesadaran Merek; (3) variabel Kepribadian Merek berpengaruh tidak signifikan terhadap variabel Keputusan Pembelian; (4) variabel Celebriry Endorser berpengaruh tidak signifikan terhadap variabel Keputusan Pembelian; dan (5) variabel Kesadaran Merek berpengaruh signifikan terhadap variabel Keputusan Pembelian. Malang Strudel diharapkan mengembangkan dan memaksimalkan kepribadian merek serta penggunaan celebrity endorser mengingat tingkat pengaruh keduanya kurang dominan untuk mempengaruhi konsumen dalam menumbuhkan kesadaran merek serta melakukan keputusan pembelian, serta Malang Strudel juga diharapkapkan memperhatikan pembentukan kesadaran merek agar konsumen Malang Strudel lebih paham dengan produk yang ditawarkan sehingga konsumen melakukan keputusan pembelian.
English Abstract
This study aimed to determine and to explain the influence of brand personality and celebrity endorser of brand awareness and its impact on purchasing decision of food product Malang Strudel. This study was conducted in one of Malang Strudel’s branches in Malang which is on Jl. Seokarno Hatta, Mojolangu, Kec. Lowokwaru, Malang. The research type was explanatory research with a total sample of 160 respondents. The sampling technique used nonprobability sampling. The data analysis technique used in this research was descriptive statistical analysis and path analysis. The result of the study indicated that: (1) Brand Personality variable have insignificant effect to Brand Awareness variable; (2) Celebriry Endorser variable have insignificant effect on Brand Awareness variable; (3) Brand Personality variables have insignificant effect on Purchase Decision variable; (4) Celebriry Endorser variable have insignificant effect on Purchase Decision variable; And (5) Brand Awareness variables significantly influence Purchase Decision variable. Malang Strudel is expected to develop and maximize the brand personality as well as the use of celebrity endorser considering the influence level of both variables was less dominant to influence consumer in growing brand awareness as well as making purchase decision, and Malang Strudel is also expected to expose attention to the formation of brand awareness for Malang Strudel’s consumers’ better understanding of the product which is being offered so the consumers would like to make purchase decision
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2017/449/051706115 |
| Uncontrolled Keywords: | Kepribadian Merek, Celebrity Endorser, Kesadaran 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 Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Kustati |
| Date Deposited: | 28 Nov 2017 07:43 |
| Last Modified: | 25 Sep 2020 14:21 |
| URI: | http://repository.ub.ac.id/id/eprint/6134 |
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