Pengaruh Customer Experience Dan Brand Image Terhadap Purchase Decision

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