Pengaruh Reference Group, Brand Equity, Dan Perceived Price Terhadap Keputusan Pembelian Tahu Takwa Di Kediri

Effendi, Agus (2017) Pengaruh Reference Group, Brand Equity, Dan Perceived Price Terhadap Keputusan Pembelian Tahu Takwa Di Kediri. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh reference group, brand equity, dan perceived price terhadap keputusan pembelian tahu takwa di Kediri baik pengaruh secara langsung maupun tidak langsung. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antara variabel-variabel pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 102 responden yang diambil dari populasi konsumen tahu takwa di Kediri. Pengambilan sampel menggunakan purposive sampling karakteristik sampel yang dipilih yaitu, minimal 17 tahun, sudah pernah melakukan pembelian tahu takwa di Kediri. Alat uji yang digunakan untuk menguji instrumen penelitian ini berupa uji validitas, uji reliabilitas, dan uji asumsi klasik. Uji hipotesis dilakukan menggunakan uji t dan uji F. Teknik analisis data menggunakan regresi linier berganda dengan program SPSS 21. Dari hasil pengujian ini dapat disimpulkan bahwa reference group, brand equity, dan perceived price mempunyai model yang sesuai untuk mengukur keputusan pembelian tahu takwa di Kediri. Secara parsial variabel reference group mempunyai pengaruh signifikan terhadap keputusan pembelian tahu takwa di Kediri. Sementara itu, variabel brand equity tidak mempunyai pengaruh yang signifikan terhadap keputusan pembelian tahu takwa di Kediri. Variabel perceived price mempunyai pengaruh signifikan dan dominan terhadap keputusan pembelian tahu takwa di Kediri.

English Abstract

This study aims to determine the direct and indirect influence of reference group, brand equity, and perceived price on purchase decision toward tahu takwa in Kediri. This explanatory research explains the causal relationship between the variables through hypothesis testing. From the population of tahu takwa consumers in Kediri, 102 respondents were selected as the research sample through purposive sampling technique. They should be 17 years of age at the minimum and have bought the product. The research instrument were assessed through validity, reliability, and classical assumption test. The hypothesis testing is carried out through t test and F test, and the data are analyzed through multiple linear regression using SPSS 21. The result of the test indicates that reference group, brand equity, and perceived price are appropriate to measure purchase decision toward tahu takwa in Kediri. Partially, reference group has a direct and significant influence on the purchase decision, but brand equity does not have a direct and significant influence on the purchase decision. In addition, perceived price has a direct, significant, and dominant influence on the purchase decision.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FE/2017/771/051800714
Uncontrolled Keywords: Reference Group, Brand Equity, Perceived Price
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Yusuf Dwi N.
Date Deposited: 31 Jan 2018 06:44
Last Modified: 03 Nov 2021 03:11
URI: http://repository.ub.ac.id/id/eprint/8622
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