YULIANA SARI, TRI (2019) PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN PADA ERTO’S BEAUTY CARE DUREN SAWIT. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh brand equity secara parsial dan bersama-sama terhadap keputusan pembelian pada ERTO’S Beauty Care Duren Sawit. Strategi yang digunakan dalam penelitian ini adalah strategi penelitian asosiatif kuantitatif dan Metode penelitian yang digunakan adalah survei. Populasi dalam penelitian ini adalah konsumen pembeli di ERTO’S Beauty Care, sehingga sampel yang diperoleh sebanyak 97 pembeli. Hasil penelitian menunjukan. 1) Brand image berpengaruh positif dan signifikan dengan keputusan pembelian dengan nilai korelasi sebesar 0,448 yang berarti pengaruh brand image terhadap keputusan pembelian adalah sedang. 2) Brand awareness berpengaruh positif dan signifikan dengan keputusan pembelian dengan nilai korelasi parsial sebesar 0,154 yang berarti pengaruh brand awareness terhadap keputusan pembelian adalah rendah. 3) Brand association berpengaruh positif dan signifikan dengan keputusan pembelian dengan nilai korelasi sebesar 0,485 yang berarti pengaruh brand association terhadap keputusan pembelian adalah sedang. 4) Perceived quality berpengaruh positif dan signifikan dengan keputusan pembelian dngan nilai sebesar 0,567 yang berarti pengaruh perceived quality terhadap keputusan pembelian adalah sedang. Penelitian menyimpulkan bahwa secara parsial brand image, brand association, perceived quality terdapat pengaruh yang signifikan terhadap keputusan pembelian, secara parsial brand awareness tidak terdapat pengaruh yang signifikan terhadap keputusan pembelian. Secara simultan terdapat pengaruh yang signifikan antara variabel brand image, brand awareness, brand association, perceived quality terhadap variabel keputusan pembelian pada Erto’s Beauty Care Duren Sawit. Kata kunci : Brand Equity , Keputusan Pembelian ABSTRACT This study aims to determine the influence of brand equity, in partially and simultaneously on purchase decisions of ERTO’S Beauty Care Duren Sawit. The strategies used in this research is quantitative and associative research strategy research method used was a survey. The population in this research was the overall buyers at ERTO’S Beauty Care, so that sample obtained as much as 97 buyers. The result of study showed. 1) Influential and positive brand image with significant purchase decisions with the value of the partial correlation of 0,448 which means the influence pf the brand image of the purchase is being. 2) Brand awareness of positive and significant effect with purchase decisions with the value of the partial correlation of 0,154 meaning influence and awareness against the decisions of the ourchase is low. 3) Brand association positive and significant effect with purchase decisions with the value of the partial correlation of 0,485 meaning influence of brand association against the purchase decision is being. 4) Perceived quality of influential positive and significant he influence of the perceived quality of the purchase is being. The study concluded that partially brand image, brand association, perceived quality there was a significant influence of purchase decision, partially brand awareness there was no significant influence of purchase decision. Simultaneously, there was a significant influence among variables brand image, brand awareness, brand association, perceived quality against the variable purchase decisions on Erto's Beauty Care Duren Sawit. Keywords: Brand Equity, Purchase Decision
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 23 Dec 2021 07:31 | ||||||||
| Last Modified: | 23 Dec 2021 07:31 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6385 |
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