Pengaruh Brand Awareness Terhadap Minat Konsumen Dalam Pengajuan Kredit (studi Kasus : Astra Credit Companies Bandung 2018)

Indra Gustiawan, Widya Sastika

Abstract

ABSTRAK

Astra Credit Companies atau biasa di singkat dengan ACC adalah perusahaan pembiayaan mobil dan alat berat. Sesuai dengan Peraturan Otoritas Jasa Keuangan No. 29/POJK.05/2014 ACC melakukan perluasan usaha di bidang Pembiayaan Investasi, Pembiayaan Modal Kerja, Pinjaman Dana Multiguna dan Sewa Operasi (Operating Lease), baik dengan skema konvensional maupun syariah.
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Brand Awareness terhdapa Minat Beli konsumen dalam pengajuan kredit, penelitian menggunakan objek masyarakat Kota Bandung yang memiliki Mobil dengan studi kasus pada Astra Credit Companies. Metode yang digunakan adalah metode Kuantitatif dan Pengambilan sampel penelitian dilakukan menggunakan metode Non Probability Sampling, dengan jumlah sampel 100 responden.
Berdasarkan hasil pengolahan data dapat diketahui tanggapan responden terhadap variabel Brand Awareness dan Minat Beli berada pada kondisi cukup tinggi yaitu sebesar 68% dan 63%. Variabel brand awareness berpengaruh secara signifikan terhadap variabel Minat Beli. Besarnya pengaruh brand awareness terhadap minat beli adalah sebesar 53,7% sedangkan sisanya, yaitu 42,3% merupakan kontribusi variabel lain selain variabel yang diteliti.

Kata Kunci: Brand Awarness, Minat Beli
ABSTRACT

Hotel Mercure Bandung City Centre is one of the new 4 star hotels located in Lengkong, Bandung. Hotel Mercure Bandung City Centre has social events like wedding package, birthday package, arisan package, gathering package. The selection of promotion through Instagram social media as the object of research, based on the ups and downs of the social event graphics that have been done. Therefore this research aims to find out how the future of social event promotion through social media Instagram. Objects used in this study is Bandung people who have Instagam and ever see Instagram Hotel Mercure Bandung City Centre account. Data collection was obtained by distributing questionnaires to 100 respondents. The sampling technique used nonprobability sampling with Bernoulli approach to calculate the number of samples. The author uses quantitative type of research and descriptive analysis.
The results of this study indicate that the overall implementation of social event promotion through Instagram social media that is equal to 67.98% is in good position. But in the context and communication dimensions Instagram @mercurebandungcitycentre need to improve the quality of the message delivered about the promotion of social events in order to arise interest from followers and admin more often repost social events that have been implemented at the Mercure Hotel Bandung City Centre. And from the best collaboration and


connection dimensions it is advisable to continue to invite followers to post and upload photos also mark Instagram @mercurebandungcitycentre.
Keywords: Promotion, Social Media, Instagram, Hotel Mercure Bandung City Centre

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