Pengaruh persepsi brand image (citra merek) terhadap keputusan pembelian tas merek Eiger: Studi kasus pada mahasiswa Fakultas Ekonomi Universitas Islam Negeri Malang

Al Kafie, Abdul Haris (2013) Pengaruh persepsi brand image (citra merek) terhadap keputusan pembelian tas merek Eiger: Studi kasus pada mahasiswa Fakultas Ekonomi Universitas Islam Negeri Malang. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.

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Abstract

INDONESIA:

Tujuan dari penelitian ini adalah ingin mengetahui variabel-variabel Brand image (citra merek) yang mempengaruhi proses keputusan pembelian. Penelitian ini mempuyai dua variabel , yaitu variabel bebas (X) dan variabel terikat (Y). Variabel bebas (X) terdiri dari sub variabel, yaitu jenis-jenis asosiasi merek (X1), dukungan asosiasi merek (X2), kekuatan asosiasi merek (X3), dan keunikan asosiasi merek (X4), sedangkan variabel terikatnya (Y) adalah keterlibatan konsumen dalam proses keputusan pembelian.

Teknik analisis data yang digunakan dalam penelitian ini adalah regresi berganda (multiple regression) untuk mengetahui pengaruh Brand Image (citra merek) secara partial maupun secara simultan terhadap proses keputusan pembelian tas merek Eiger. Populasi dalam penelitian ini adalah mahasiswa Fakultas Ekonomi Universitas Islam Negeri Malang yang membeli dan menggunakan tas merek Eiger. Sedangkan sampel dalam penelitian ini adalah 100 responden. Sampel diambil dengan menggunakan teknik proportional random sampling dan simple random sampling.

Hasil penelitian ini menyimpulkan bahwa: (1) ada pengaruh positif yang signifikan Jenis-jenis asosiasi merek (X1), Dukungan asosiasi merek (X2), Kekuatan asosiasi merek (X3), Keunikan asosiasi merek (X4) parsial terhadap proses keputusan pembelian tas merek (2) terdapat pengaruh positif yang signifikan jenis-jenis asosiasi merek, dukungan asosiasi merek, kekuatan asosiasi merek, dan keunikan asosiasi merek secara simultan terhadap proses keputusan pembelian tas merek Eiger.

implikasi dari penelitian ini diketahui tas merek Eiger telah memiliki brand image (citra merek) yang baik sebagai produk yang berkualitas. Oleh karena itu citra merek tersebut harus tetap dijaga dan dipertahankan dengan cara menciptakan produk yang mengutamakan standar mutu dan kualitas yang bagus ketika barang hendak dipasarkan.

ENGLISH:

Purpose of this study was to determine the variables that affect the brand image of the purchase decision process. This study has two variables, namely the independent variable (X) and the dependent variable (Y). Independent variable (X) consists of the sub-variables, namely the types of brand associations (X1), support the brand association (X2), the power of brand associations (X3), and uniqueness of brand associations (X4), while the dependent variable (Y) were the involvement consumers in the purchase decision process.

Data analysis techniques used in this study was multiple regressions to determine the effect of brand image partially or simultaneously to the buying decision process of Eiger brand bags. Population in this study was a student of economic faculty of state university Islamic Malang who buys and use the brand bags Eiger. Whereas the sample in this study was 100 respondents. Samples were taken using proportional random sampling technique and simple random sampling.

This study concludes that (1) there is a significant positive effect. The types of brand associations (X1), support the brand association (X2), the power of brand associations (X3), the uniqueness of brand associations (X4) partially on the purchase decision process of brand bags. (2) There is a significant positive effect of the types of brand association, support of brand association, brand association strength, and uniqueness of brand associations simultaneously to the buying decision process of Eiger brand bags.

Implications of this research note that Eiger brand bag has a good brand image as a quality product. Therefore the brand image must be kept and maintained in a way to create a product that promotes quality standards and good quality when the goods about to be marketed.

Item Type: Thesis (Undergraduate)
Supervisor: Asnawi, Nur
Keywords: Brand Image (Citra Merek); Proses Keputusan Pembelian; brand image; purchase decisions process
Subjects: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Departement: Fakultas Ekonomi > Jurusan Manajemen
Location: 150503
Depositing User: Heni Kurnia Ningsih
Date Deposited: 09 Oct 2015 01:39
Last Modified: 09 Oct 2015 01:39
URI: http://etheses.uin-malang.ac.id/id/eprint/2389

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