Pengaruh Brand Awareness, Perceived Quality, Dan Brand Loyalty Terhadap Keputusan Pembelian Berulang (studi Di Lakukan Pada Konsumen Produk Eiger Di Kota Bandung)

Denies Muhammad Alvarez, R. Nurafni Rubiyanti

Abstract

Abstrak Salah satu wisata yang digandrungi saat ini adalah wisata alam atau outdoorsport. Perkembangan outdoorsport di Indonesia juga berkembang cukup pesat dengan hadirnya berbagai merek memproduksi berbagai perlengkapan outdoorsport. Merek tersebut juga dapat menjadi nilai tambah bagi perusahaan agar dapat dikenal oleh konsumen dan juga dapat bersaing dengan kompetitor. Sangat penting penerapan brand awareness, perceived quality dan brand loyalty di terapkan oleh berbagai merek. Penelitian ini bertujuan untuk mengetahui pengaruh brand awareness, perceived quality, dan brand loyalty terhadap keputusan pembelian berulang pada konsumen Eiger di kota Bandung. Metode yang digunakan dalam penelitian ini adalah kuantitatif dengan jenis penelitian deskriptif kausal. Berdasarkan hasil penelitian menunjukan bahwa brand awareness, perceived quality, dan brand loyalty berpengaruh simultan terhadap keputusan pembelian berulang pada konsumen produk Eiger di kota Bandung. Sedangkan brand awareness dan brand loyalty berpengaruh secara parsial terhadap keputusan pembelian berulang pada konsumen produk Eiger di kota Bandung. Kata kunci : brand awareness, perceived quality, brand loyalty, keputusan pembelian berulang Abstract One of the tourism that is loved today is nature tourism or outdoorsport. The development of outdoorsport in Indonesia also growing quite rapidly with the presence of various brand that produce a variety of outdoorsport equipment. The brand can also be a plus for the company to be known by consumers and can also compete with competitor. Its very important to apply brand awareness, perceived quality, and brand loyalty to be applied by various brands. This research aims to find out the influence of brand awareness, perceived quality, and brand loyalty on repurchase intention on Eiger consumers in Bandung. The research method used in this research is a quantitative method with type of causal descriptive. Based on the results of the research, it shows that brand awareness, perceived quality, and brand loyalty had a simultaneous effect on repurchase intention. While brand awareness and brand loyalty had a partially effect on repurchase intention. Keywords: brand awareness, perceived quality, brand loyalty, repurchase intenton

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