PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK SAMSUNG GALAXY TAB DI MAKASSAR
| Main Author: | SYAHPUTRA, ANDY |
|---|---|
| Format: | Thesis |
| Terbitan: |
, 2014
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| Subjects: | |
| Online Access: |
http://repository.unhas.ac.id/handle/123456789/8818 |
Daftar Isi:
- 2014
- Penelitian ini bertujuan untuk mengetahui pengaruh ekuitas merek (Brand Equity) terhadap keputusan pembelian konsumen pada produk Samsung Galaxy Tab di Makassar. Data penelitian ini diperoleh dari kusioner (primer) dengan pihak pengguna Samsung Galaxy Tab. Temuan penelitian menunjukkan bahwa variabel brand equity yang terdiri dari dimensi kesadaran merek (brand awareness), kesan kualitas (perceive quality), asosiasi merek (brand association), dan loyalitas merek (brand loyality) secara bersama-sama berpengaruh signifikan dan positif terhadap variabel keputusan pembelian konsumen. Secara parsial, dimensi kesadaran merek, kesan kualitas, dan asosiasi merek berpengaruh signifikan, sedangkan dimensi loyalitas merek - berpengaruh negatif dan tidak signifikan. Dimensi asosiasi merek berpengaruh dominan. Sebesar 61.5% variasi dalam variabel keputusan pembelian dijelaskan oleh variasi dalam variabel ekuitas merek yang digunakan dalam model ini, sisanya sebesar 38.5% dipengaruhi oleh variebel-variebel lain yang tidak masuk dalam penelitian. Kata kunci : ekuitas merek, kesadaran merek, kesan kualitas, asosiasi merek, loyalitas merek, keputusan pembelian This research aims to identify the effect of brand equity on consumer decision purchasing of Samsung Galaxy Tab on Makassar. Data used in this research were obtained from questionnaires (primary) with parties related to the product Samsung Galaxy Tab. Research findings show that the variables of brand equity which are brand awareness, perceive quality, brand association, and brand loyality simultaneously affect on consumer decision purchasing. Partially, brand awareness, perceive quality, and brand association have a significant and posotive effect, the effect of brand loyality were negative and not significant.Variable brand association has dominant influence. Of 61,5% of variation in consumer decision purchasing is explained by variation in brand equity that used this model, while the rest of 38,5% is explained by other variables. Keyword : brand equity, brand awareness, perceive quality, brand association, brand loyality, decision purchasing.