Pengaruh Brand Awareness, Brand Association, Perceived Quality Dan Brand Loyalty Terhadap Proses Keputusan Pembelian (studi Kasus Di Distribution Store Unkl347 Bandung)

Muhammad Ramdhani Rukmawan, Kristina Sisilia

Abstract

Abstrak Meningkatnya perkembangan pada ekonomi kreatif, memiliki dampak meningkatnya pula persaingan di kategori fashion. Fashion saat ini merupakan salah satu sector indrustri kreatif yang sangat menjanjikan, termasuk di Indonesia, dimana segmen fashion memberikan kontribusi besar bagi pertumbuhan ekonomi Indonesia. Meningkatnya permintaan ini juga menimbulkan persaingan pada kategori fashion terutama distro pada kategori fashion UNKL347 hadir sebagai pionir, dalam memasarkan produknya produsen harus memiliki strategi yang baik untuk memperkuat Brand produknya, sebab pada saat Brand equity sudah terbentuk, maka menjadi asset yang sangat berharga bagi perusahaan karena Brand equity memiliki aspek-aspek penting untuk mendorong proses keputusan konsumen unuk membeli produk UNKL347. Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif-kausalitas. Pengambilan sampel dilakukan dengan metode purposive sample dengan jumlah responden 100 dan 5 narasumber wawancara. Teknik analisis data yang digunakan adalah analisis deskriptif, Method Succesive Interval (MSI), dan analisis regresi linier berganda. Melakukan Uji Hipotesis secara simultan, parsial dan Koefisien Determinasi. Hasil Penelitian Menunjukan bahwa Brand equity UNKL347 Bandung menurut konsumen UNKL347 Bandung berada pada tingkat kategori “baik†dengan besar persentase 78,16%. Pada Proses Keputusan Pembelian menurut konsumen UNKL347 Bandung berada pada tingkat kategoriâ€baik†dengan besar persentase 79,28%. Berdasarkan hasil pengujian hipotesis secara simultan, Brand equity secara simultan mempunyai pengaruh positif dan signifikan terhadap proses keputusan pembelian konsumen. Hal ini dapat dilihat dari hasil Fhitung > Ftabel (53.398 > 2,606) dan tingkat signifikansinya 0,000 < 0,05. Berdasarkan dari hasil koefisien determinasi (R 2 ) sebesar 69,2%. Sedangkan sisanya sebesar 30,8% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. Secara parsial berdasarkan Uji T, secara parsial variabel Brand Awareness (X1) tidak memberikan pengaruh signifikan terhadap keputusan pembelian (Y) yaitu sebesar 4,64%. Brand Association (X2) memiliki pengaruh signifikan terhadap keputusan pembelian (Y) yaitu sebesar 14,63%. Perceive quality (X3) tidak memberikan pengaruh yang signifikan terhadap keputusan pembelian (Y) yaitu sebesar 0,73%. Brand Loyalty (X4) memiliki pengaruh yang signifikan terhadap proses keputusan pembelian (Y) yaitu sebesar 86,26%. Kata Kunci: UNKL347, Brand equity, Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty dan Proses Keputusan Pembelian ISSN : 2355-9357 e-Proceeding of Management : Vol.6, No.1 April 2019 | Page 975 Muhammad Ramdhani Rukmawan 1203130097 Abstract The increasing development in the creative economy has the effect of increasing competition in the fashion category. Fashion is currently one of the most promising creative industries, including in Indonesia, where the fashion segment contributes greatly to Indonesia's economic growth. This increase in demand also led to competition in the fashion category, especially in the fashion category. UNKL347 was present as a pioneer, in marketing its products producers must have good strategies to strengthen their product Brand s, because when Brand equity is formed, it becomes a valuable asset for company Brand equity has important aspects to encourage the consumer decision process to buy product UNKL347. This study uses a quantitative method with a type of descriptive-causality research. Sampling was done by purposive sample method with the number of respondents 100 and 5 interviewees. The data analysis technique used is descriptive analysis, Successive Interval Method (MSI), and multiple linear regression analysis. Simultaneously test the hypothesis, partial and coefficient of determination. The results of the research show that the Brand equity of UNKL347 Bandung according to the consumers of Bandung UNKL347 is at the level of the "good" category with a percentage of 78.16%. In the Purchasing Decision Process according to consumers, UNKL347 Bandung is at the level of the "good" category with a percentage of 79.28%. Based on the results of simultaneous hypothesis testing, Brand equity simultaneously has a positive and significant influence on the consumer purchasing decision process. This can be seen from the results of Fcount>Ftable (53,398> 2,606) and the significance level is 0,000 <0,05. Based on the results of the coefficient of determination (R2) of 69.2%. While the remaining 30.8% is influenced by other variables not examined in this study. Partially based on the T Test, partially the Brand Awareness variable (X1) does not have a significant effect on purchasing decisions (Y), which is 4.64%. Brand Association (X2) has a significant influence on purchasing decisions (Y) that is equal to 14.63%. Perceive quality (X3) does not have a significant influence on purchasing decisions (Y) which is equal to 0.73%. Brand Loyalty (X4) has a significant influence on the process of purchasing decisions (Y) that is equal to 86.26%. Keywords: UNKL347, Brand equity, Brand equity, Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty and Purchasing Decision Process

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