Pengaruh Brand Awareness Dan Perceveid Quality Terhadap Minat Beli Pada Neucentrix Data Center (Studi Kasus Pt. Telkom Bengawan Bandung 2019)

Abstract

Abstrak Saat ini dunia information and technology telah berkembang pesat. Pesatnya perkembangan information and technology saat ini, ditandai dengan penggunaan internet yang sangat meningkat berdasarkan penelitian yang di lakukan we are social 50% dari total populasi indonesia merupakan pengguna internet. Meningkatnya penggunaan internet yang mendorong, munculnya bisnis data center untuk menunjang kegiatan yang berkaitan dengan telekomunikasi dan internet. PT.Telkom Indonesia mengeluarkan produk NeuCentrix data center untuk bersaing di dunia bisnis data center saat ini. Penelitian ini bertujuan untuk mengetahui pengaruh Brand awareness dan Perceived quality terhadap minat beli NeuCentrix data center. Penelitian ini menggunakan metode deskriptif kausal dengan jenis penelitian kuantitatif. Pengambilan sampling yang dilakukan dengan metode probability sampling yaitu simple random sampling, dengan jumlah responden 100. Penelitian ini menggunakan teknik analisis regresi linier berganda. Hasil dari penelitian ini adalah variabel Brand awareness memiliki rata-rata persentase sebesar 80.06 % yang berada dikategori baik. Variabel perceived quality memiliki rata-rata persentase sebesar 82,48 %, yang berada dikategori baik. Variabel Minat beli memiliki rata-rata persentase sebesar 80.28%, yang berada dikategori baik. F hitung sebesar 36.184 maka F hitung ≥ F tabel sehingga H0 Ditolak dan H1 di terima yang artinya bahwa secara simultan brand awareness dan perceived quality berpengaruh signifikan terhadap Minat beli. Hasil Uji t didapatkan t hitung X1 sebesar 3.011 dan t hitung X2 Sebesar 6,302, maka t hitung X1 dan X2 ≥ t tabel sehingga H0 Ditolak dan H1 di terima yang artinya bahwa secara parsial Brand awareness dan Perceived quality berpengaruh signifikan terhadap Minat beli. Brand awareness dan perceived quality memiliki pengaruh terhadap Minat beli sebesar 43,2%, sedangkan sisanya 57.8% dipengaruhi oleh faktor lain yang tidak diteliti.

Kata Kunci: Brand Awareness, Perceived Quality, Minat Beli

ABSTRACT At present the information and technology world has grown rapidly. The rapid development of information and technology at this time, is characterized by the increasing internet usage based on research that we are social 50% of Indonesia's total population are internet users. The increasing use of the internet has encouraged the emergence of data center businesses to support activities related to telecommunications and the internet. PT. Telkom Indonesia issued NeuCentrix data center products to compete in today's data center business world. This study aims to determine the effect of Brand awareness and Perceived quality on buying interest in NeuCentrix data center. This study uses a descriptive causal method with a type of quantitative research. Sampling is done by probability sampling method that is simple random sampling, with the number of respondents 100. This study uses multiple linear regression analysis techniques. The results of this study are that Brand awareness variables have an average percentage of 80.06% which is in the good category. The perceived quality variable has an average percentage of 82.48%, which is in the good category. Variable interest in buying has an average percentage of 80.28%, which is in the good category. F count is 36,184 then F count ≥ F table so that H0 is rejected and H1 is accepted which means that simultaneously brand awareness and perceived quality have a significant effect on buying interest. T test results obtained t count X1 of 3.011 and t count X2 of 6.302, then t count X1 and X2 ≥ t table so that H0 is rejected and H1 is accepted which means that partially Brand awareness and Perceived quality have a significant effect on buying interest. Brand awareness and perceived quality have an influence on buying interest of 43.2%, while the remaining 57.8% is influenced by other factors not examined.

Keywords: Brand Awareness, Perceived Quality, Buying Interest