Pengaruh Brand Image Terhadap Keputusan Pembelian Susu Cair Uht Ultra Milk

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.