Pengaruh Brand Equity Terhadap Keputusan Pembelian Apple Iphone Dikalangan Mahasiswa Universitas Telkom

Abstract

Abstrak Kemajuan teknologi yang pesat sangat mempengaruhi aktivitas gaya hidup masyarakat sehari-hari berubah secara signifikan, yang dimana dari segala aspek saat ini sudah berubah menuju ke arah era digital. Salah satunya dalam industri smartphone. Saat ini smartphone sangat membantu kehidupan manusia, sehingga sudah menjadi sebuah hal yang perlu dimiliki dan dibawa kemanapun. Penelitian ini bertujuan untuk mengetahui tanggapan dan seberapa besar pengaruh secara parsial dan simultan dari brand equity terhadap keputusan pembelian Apple iPhone. Untuk mencapai kesuksesan dalam suatu bisnis salah satu faktornya adalah keputusan pembelian. Maka agar tercapainya keputusan pembelian dari suatu merek ada beberapa faktor yang mempengaruhi, diantaranya adalah brand awareness, perceived quality, brand association, dan brand loyalty. Penelitian ini menggunakan metode kuantitatif jenis penelitian deskriptif. Dan menggunakan skala likert sebegai pengukuran. Teknik sampling menggunakan teknik probability sampling jenis cluster sampling Populasi pada penelitian ini adalah mahasiswa Universitas Telkom yang mengetahui dan pernah ataupun sedang menggunakan Apple iPhone dan dari populasi tersebut terdapat 100 sampel yang akan diteliti. Teknik analisis data yang digunakan pada penelitian ini adalah analisis regresi linear berganda dan diolah menggunakan SPSS 25 For Windows. Berdasarkan hasil penelitian yang telah dilakukan, untuk variabel brand awareness masuk kategori baik, perceived quality masuk kategori baik, brand association masuk kategori baik, brand loyalty masuk kategori baik, dan variabel keputusan pembelian masuk dalam kategori baik. Terdapat pengaruh secara parsial pada variabel e-brand awareness terhadap minat beli ulang yaitu sebesar 8%, pengaruh pada variabel brand association terhadap minat beli ulang yaitu sebesar 18%, dan pada variabel brand loyalty terhadap minat beli ulang yaitu sebesar 14%. Sementara pada variabel perceived quality tidak terdapat pengaruh dikarenakan hasil sebesar -4%. Maka dapat disimpulkan brand awareness, perceived quality, brand association, dan brand loyalty memiliki pengaruh secara simultan sebesar 62,6%. Kata Kunci : Brand Equity, Brand Awareness, Brand Association, Brand Loyalty, Keputusan Pembelian, Perceived Quality Abstract Rapid technological advances have greatly influenced people's daily lifestyle activities to change significantly, which from all aspects has now changed towards the digital era. One of them is in the smartphone industry. Currently smartphones really help human life, so it has become a thing that needs to be owned and carried anywhere. This study aims to determine the response and how much influence partially and simultaneously of brand equity on purchasing decisions Apple iPhone.To achieve success in a business one of the factors is the purchase decision. So in order to achieve a purchasing decision from a brand there are several factors that influence, including brand awareness, perceived quality, brand association, and brand loyalty. This study uses a quantitative method of descriptive research, and use Likert scale as a measurement. The sampling technique used is a probability sampling technique clustersampling type. The population in this study were Telkom University students who knew and had or are currently using the Apple iPhone and from this population there were 100 samples to be studied. The data analysis technique used in this study is multiple linear regression analysis and it is processed using SPSS 25 For Windows. Based on the results of the research that has been done, for the brand awareness variable it is in good category, perceived quality is in good category, brand association is in good category, brand loyalty is in good category, and purchasing decision variable is in good category. There is a partial effect on the e-brand awareness variable on the repurchase interest, which is 8%, the effect on the brand association variable on the repurchase interest is 18%, and the brand loyalty variable on the repurchase interest is 14%. Meanwhile, there is no effect on the variable perceived quality because the result is -4%. So it can be concluded that brand awareness, perceived quality, brand association, and brand loyalty have a simultaneous effect of 62.6%. Keywords: Brand Equity, Brand Awareness, Brand Association, Brand Loyalty, Keputusan Pembelian, Perceived Quality