Pengaruh Brand Image Terhadap Keputusan Pembelian Susu Cair Uht Ultra Milk

Andre Febrian Putra, Marheni Eka Saputri

Abstract

ABSTRAK
Diketahui bahwa kurangnya konsumsi susu menyebabkan berbagai macam
permasalahan yang dialami anak Indonesia. pada tahun 2012 dengan sampel sejumlah
16.000 anak usia 6 bulan – 12 tahun menunjukkan anak-anak Indonesia mengalami masalah
pada kesehatan dan gizi seperti malnutrisi, kurang aktif, kekurangan vitamin D, hingga
stunting. Indonesia merupakan negara yang masih sangat rendah dalam mengkonsumsi
susu, konsumsi susu di Indonesia masih terbilang rendah jika dibandingkan dengan
beberapa negara di ASEAN yaitu sebesar 16.5 liter/ kapita/ tahun sedangkan targetnya
sejumlah 20 liter/ kapita/ tahun.. Penelitian ini dilakukan untuk mengetahui pengaruh brand
image terhadap keputusan pembelian Susu cair Ultra Milk di kalangan masyarakat Bandung
Raya. Tujuan penelitian ini adalah untuk mengetahui dan menganalisis bagaimana Brand
image Susu cair Ultra milk, bagaimana keputusan pembelian Susu cair Ultra Milk,
bagaimana pengaruh pengaruh Brand image susu cair Ultra Milk terhadap keputusan
pembelian. Penelitian ini menggunakan metode penelitian kuantitatif. Jenis penelitian yang
digunakan yaitu penelitian deskriptif dan kausal. Teknik analisis data yang digunakan dalam
penelitian ini adalah analisis deskriptif, korelasi, dan regresi linear sederhana. Penelitian
dilakukan dengan penyebaran kuesioner. Teknik sampling dari penelitian ini menggunakan
Non-Probability Sampling serta data diolah menggunakan software SPSS versi 20 for
Windows. Berdasarkan hasil uji-t bahwa brand image memberikan pengaruh positif dan
signifikan terhadap keputusan pembelian. Berdasarkan hasil nilai koefisien regresi brand
image sebesar 0,761, nilai t hitung sebesar 12.796 dan nilai signifikansi sebesar 0,000, maka
H0 ditolak. Karena t-hitung (12.796) > t-tabel (1.66055) sehingga H0 ditolak dan H1
diterima. Artinya, brand image berpengaruh signifikan terhadap keputusan pembelian susu
cair UHT Ultra Milk.. Dari Tabel coefficient dilihat nilai signifikan sebesar 0,000 pada α =
5% (0,05) bernilai positif, berdasarkan koefisien determinasi brand image berpengaruh
sebesar 62,2%,terhadap keputusan pembelain sedangkan sisanya 37.8% di pengaruhi oleh
variabel lain yang tidak diteliti.
Kata Kunci: Brand image, Keputusan pembelian, Susu cair Ultra Milk

ABSTRACT
It is known that lack of milk consumption can cause various problems for children
in Indonesia. In 2012, sample of 16000 children with age range of 6 months – 12 years
was taken, it shows that Indonesian children experience problems in health and nutrition,
such as malnutrition, underactive, lack of vitamin D, and stunting. Indonesia is a country
that has low level of milk consumption when compared to several ASEAN countries with
milk consumption level of 16,5 liters/capita/year while the target is 20 liters/capita/year.
This research was conducted in order to determine the effect of brand image on purchasing
decision for Ultra Milk among the people of Bandung Raya. The purpose of this research
is to determine and analyze the brand image of Ultra Milk, purchasing decision of Ultra
Milk, and the influence of Ultra Milk brand image on purchasing decision. This research
used quantitative research method and the type of research conducted is descriptive and
causal research. Data analysis technique used in this research is descriptive analysis,
correlation, and simple linear regression. The research was conducted by distributing
questionnaires. Sampling technique used in this research is Non-Probability Sampling and
the data is processed using SPSS software version 20 for Windows. Based on the result,
it is known that brand image has positive and significant effect on purchasing decision.
The brand image coefficient value is 0,761, the t-value is 12.796, and the significance
value is 0,000 that means H0 is rejected. As the t-value (12.796) is greater than t-table
(1.66055) so that H0 is rejected and H1 is accepted. Therefore, the brand image has a
significant effect on purchasing decision for Ultra Milk UHT milk. From the coefficient
table, it can be seen that the significance value of 0,000 at 𛼠= 5% (0,05) has positive
value, based on the determination coefficient, brand image has an effect of 62,2% on
purchasing decision while the remaining 37,8% is influenced by other variables that was
not examined.
Keywords: Brand Image, Purchasing Decisions, Ultra Milk UHT.

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