PENGARUH EKUITAS MEREK TERHADAP MINAT PEMBELIAN SERTA DAMPAKNYA PADA KEPUTUSAN PEMBELIAN (SURVEI PADA KONSUMEN SMARTPHONE BLACKBERRY PENGUNJUNG MALANG PLAZA)
Abstract
Tujuan dari penelitian ini adalah menganalisis dan menjelaskan pengaruh dari Kesadaran Merek, Persepsi Kualitas, Asosiasi Merek dan Loyalitas Merek terhadap Minat Pembelian dan Proses Keputusan Pembelian. Penelitian ini termasuk explanatory research. Metode pengambilan data teknik survei. Teknik pengambilan sampel yaitu sampel sistematis acak (systematic random sampling), sehingga diperoleh sampel sebesar 100 orang responden. Populasi pada penelitian ini adalah Konsumen Smartphone merek BlackBerry yang mengunjungi Malang Plaza di Kota malang.
Metode analisis yang digunakan adalah Path Analisys, Hasil penelitian menunjukkan bahwa: 1) Kesadaran Merek memiliki pengaruh signifikan terhadap variabel Minat Pembelian. 2) variabel Persepsi Kualitas memiliki pengaruh signifikan terhadap variabel Minat Pembelian. 3) variabel Asosiasi Merek memiliki pengaruh signifikan terhadap variabel Minat Pembelian. 4) variabel Loyalitas Merek memiliki pengaruh signifikan terhadap variabel Minat Pembelian. 5) variabel Kesadaran Merek tidak memiliki pengaruh signifikan terhadap variabel Proses Keputusan Pembelian. 6) variabel Persepsi Kualitas memiliki pengaruh signifikan terhadap variabel Proses Keputusan Pembelian. 7) variabel Asosiasi Merek memiliki pengaruh signifikan terhadap variabel Proses Keputusan Pembelian. 8) variabel Loyalitas Merek memiliki pengaruh signifikan terhadap variabel Proses Keputusan Pembelian. 9) variabel Minat Pembelian memiliki pengaruh signifikan terhadap variabel Proses Keputusan Pembelian.
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Kata kunci: Kesadaran Merek, Persepsi Kualitas, Asosiasi Merek, Loyalitas Merek, Minat Pembelian, Proses Keputusan Pembelian.
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The objective of this study is to analyze and explain the effect of Brand Awareness, Perceived Quality, Brand Association and Brand Loyalty toward Purchase Intention and Purchase Decision Process. The research belongs to explanatory research. The samples are taken by using systematic random sampling. The size of samples determined 100  people. Population in this study is Customers BlackBerry Smartphone who visited Malang Plaza in Malang.
The data is analyzed by using Path Analisys . The findings of this study show: 1) Brand Awareness significant effect on Purchase Intention. 2) Perceived Quality significant effect on Purchase Intention. 3) Brand Association significant effect on Purchase Intentio. 4) Brand Loyalty significant effect on Purchase Intention. 5) Brand Awareness did not bring any significant effect on Purchase Decision Process. 6) Perceived Quality significant effect on Purchase Decision Process. 7) Brand Association significant effect on Purchase Decision Proces. 8) Brand Loyalty significant effect on Purchase Decision Process. 9) Purchase Intention significant effect on Purchase Decision Process.
Keywords: Brand Awareness, Perceived Quality, Brand Association, Brand Loyalty, Purchase Intention, Purchase Decision Process
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