Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Maskapai Penerbangan Lion Air Di Surabaya Tahun 2017
Abstract
Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh dari setiap dimensi ekuitas merek yaitu brand awareness, perceived quality, brand association, dan brand loyalty terhadap keputusan pembelian maskapai penerbangan Lion Air di Surabaya dengan jumlah 400 responden yang pernah menggunakan Lion Air di Surabaya. Analisis data yang digunakan adalah regresi linear berganda. Hasil dari penelitian ini menunjukkan dimensi ekuitas merek yaitu perceived quality dan brand loyalty memiliki pengaruh yang signifikan terhadap keputusan pembelian, sementara brand awareness dan brand association tidak memiliki pengaruh yang signifikan. Dimensi brand loyalty memiliki pengaruh tertinggi terhadap keputusan pembelian maskapai penerbangan Lion Air di Surabaya. Kesimpulan dari penelitian ini adalah besarnya pengaruh variabel ekuitas merek terhadap keputusan pembelian dalam menggunakan jasa maskapai penerbangan Lion Air di Surabaya adalah 56.1%. Kata kunci: ekuitas merek, keputusan pembelian, Lion Air Abstract This research aims to determine the influence of every dimension of brand equity which are brand awareness, perceived quality, brand association, and brand loyalty to the purchase decision of Lion Air airline in Surabaya with 400 respondents who have used Lion Air in Surabaya. This research uses quantitative methods through multiple linear regression. The result of this research shows that perceived quality and brand loyalty have significant influence on purchase decision, while brand awareness and brand association have no significant influence. Brand loyalty has the highest influence on purchase decision of Lion Air airline in Surabaya. The conclusion of this research is the effect of the brand equity variable on the purchase decision in using the Lion Air flight in Surabaya is 56.1%. Keywords: brand equity, purchase decision, Lion Air
References
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