Pengaruh Customer Experience Dan Brand Image Terhadap Purchase Decision

Ludi Luzuardi Latif, Imanuddin Hasbi

Abstract

Abstrak
Kemajuan teknologi terus berkembang hingga banyak bermunculan inovasi untuk
memudahkan kehidupan manusia. Hal ini mengubah gaya hidup masyarakat yang semakin serba
instan dikarenakan mayoritas masyarakat memiliki mobilitas yang tinggi dalam kegiatan sehari
harinya. Dengan kemajuan teknologi Khususnya internet, memberikan pengaruh dalam berbagai
aspek kehidupan, misalnya aspek sosial, budaya dan bisnis. Internet juga hadir untuk memudahkan
publik serta individu melakukan akses informasi dan komunikasi dengan cepat, sehingga internet
sangat membantu aktivitas sehari hari masyarakat dalam bekerja termasuk juga berbelanja dan lain
sebagainya.
Berdasarkan rumusan masalah di atas, tujuan dari penelitian ini adalah untuk mengetahui dan
menganalisis Customer Experience,Brand Image, Purchase Decision, dan besarnya pengaruh
Customer Experience dan Brand Image secara parsial terhadap Purchase Decision Konsumen
Lazada.Berdasarkan pengamatan penulis yang telah diuraikan, maka dalam penyusunan skripsi ini
penulis tertarik melakukan penelitian dengan judul “Pengaruh Customer Experience dan Brand
Image Terhadap Purchase Decisionâ€.
Penelitian ini menggunakan jenis penelitian deskriptif dan kausal dengan pendekatan
kuantitatif pada Customer Experience, Brand Image berpengaruh signifikan terhadap Purchase
Decision. Berdasarkan hasil pengujian yang dilakukan dapat disimpulkan bahwa uji t pada variabel
Customer Experience memberikan pengaruh secara parsial terhadap Purchase Decision. Hal ini
dapat dilihat dari nilai t hitung 3,469 > t tabel 1,984 dapat diartikan bahwa dengan adanya Customer
Experience yang dilakukan perusahaan maka akan meningkatkan Purchase Decision di perusahaan.
Dan berdasarkan hasil uji t pada variabel Brand Image memberikan pengaruh secara parsial
terhadap Purchase Decision. Hal ini dapat dilihat dari nilai t hitung 3,100 > t tabel 1,984 dapat
diartikan bahwa terdapat pengaruh Brand Image terhadap Purchase Decision di Lazada.
Kesimpulan penelitian ini adalah masing-masing variable mempengaruhi Purchase Decision
pada konsumen Lazada. Berdasarkan hasil pengujian yang telah dilakukan dapat disimpulkan bahwa
terdapat pengaruh yang simultan antara Customer Experience dan Brand Image terhadap Purchase
Decision pada Lazada. Hal ini dapat dilihat dari hasil penelitian yaitu nilai F hitung 26.073 > F tabel
sebesar 3,09 dan nilai signifikan sebesar 0,000 dimana nilai signifikan penelitian < 0,05.
Kata Kunci : Customer Experience, Brand Image, dan Purchase Decision
Abstract
Technological advances continue to develop until many innovations have emerged to facilitate
human life. This changes the people's lifestyle which is increasingly instantaneous because the
majority of people have high mobility in their daily activities. With advances in technology, especially
the internet, has an influence on various aspects of life, for example social, cultural and business
aspects. The internet is also here to make it easier for the public and individuals to access information
and communication quickly, so that the internet is very helpful for people's daily activities at work
including shopping and so on.
Based on the formulation of the problem above, the purpose of this study is to determine and
analyze Customer Experience, Brand Image, Purchase Decision, and the magnitude of the influence
of Customer Experience and Brand Image partially on Lazada Consumer Purchase Decision. Based
on the author's observations that have been described, in preparing In this thesis the authors are
interested in conducting research with the title "The Influence of Customer Experience and Brand
Image on Purchase Decision".
This research uses descriptive and causal research with a quantitative approach to Customer
Experience, Brand Image has a significant effect on Purchase Decision. Based on the results of the
tests conducted, it can be concluded that the t test on the Customer Experience variable has a partial
effect on Purchase Decision. This can be seen from the t value of 3.469> t table 1.984, which means
that the presence of Customer Experience by the company will increase the Purchase Decision in the
company. And based on the results of the t test on the Brand Image variable has a partial effect on
Purchase Decision. This can be seen from the t value of 3.100> t table 1.984, which means that there
is an effect of Brand Image on Purchase Decision at Lazada.
The conclusion of this research is that each variable affects the Purchase Decision on Lazada
consumers. Based on the results of the tests that have been carried out, it can be concluded that there
is a simultaneous influence between Customer Experience and Brand Image on Purchase Decision
on Lazada. This can be seen from the results of the study, namely the value of F counted 26.073> F
table of 3.09 and a significant value of 0.000 where the significant value of the study <0.05.
Keywords: Customer Experience, Brand Image, and Purchase Decision

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