PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN BEDAK MUKA MEREK WARDAH

Ena Susana, 1113051022 (2015) PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN BEDAK MUKA MEREK WARDAH. Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Lampung.

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Abstrak

ABSTRAK PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN BEDAK MUKA MEREK WARDAH Oleh ENA SUSANA Tujuan dari penelitian ini adalah untuk mengetahui pengaruh ekuitas merek yaitu kesadaran merek, asosiasi merek, persepsi kualitas dan loyalitas merek secara parsial maupun simultan terhadap keputusan pembelian. Jenis penelitian yang digunakan adalah eksplanatory research dengan pendekatan kuantitatif. Lokasi penelitian di Fakultas Ilmu Sosial dan Ilmu Politik Universitas Lampung dengan sampel sebanyak 100 responden. Metode pengumpulan data kuesioner. Analisis data yang digunakan adalah analisis deskriptif dan analisis regresi linier berganda. Pengujian hipotesis menggunakan uji T, uji F dan uji R. Pada penelitian ini dapat diketahui bahwa secara parsial, variabel kesadaran merek (X1) dan variabel asosiasi merek (X3) berpengaruh tidak signifikan terhadap keputusan pembelian (Y) sedangkan variabel persepsi kualitas (X2) dan varibel loyalitas merek (X4) berpengaruh signifikan terhadap keputusan pembelian (Y). Secara simultan, kesadaran merek (X1), persepsi kualitas (X2), asosiasi merek (X3) dan loyalitas merek (X4) berpengruh signifikan terhadap keputusan pembelian (Y). Kata Kunci : kesadaran merek, persepsi kualitas, asosiasi merek, loyalitas merek, keputusan pembelian. ABSTRACT THE INFLUENCE OF BRAND EQUITY TO PURCHASING DECISIONS OF THE BRAND WARDAH ADVANCE POWDER by ENA SUSANA The aimed of this research is to find out the influence of brand equity which are brand awareness, brand association, perceived quality and brand loyality on purchasing decisions partially and simultanly. This research type is eksplanatory research with quantitative approach. The research conducted in Social Science and Politics Faculty of Lampung University with 100 respondents as research samples. Data collecting method used questionaire. Data analysis used are descriptive analysis and used multiple regression in analyzing the data. Hypothesis Test used T test, F test and R test. This research shows that partially, brand awareness variable (X1) and brand association variable (X3) have not significant effect on purchasing decision (Y) while perceived quality variable (X2) and brand loyalty variable (X4) have significant effect on purchasing decisions (Y). Simultanly, brand awareness (X1), perceied quality (X2), brand association (X3) and brand loyalty (X4) have significant effect on purchasing decisions (Y). Keyword : brand awareness, perceived quality, brand associations, brand loyalty, purchasing decision.

Tipe Karya Ilmiah: Skripsi
Subyek: A General Works = Karya Karya Umum
J Political Science > JA Political science (General)
Program Studi: Fakultas ISIP > Prodi Administrasi Bisnis
Depositing User: 7821038 . Digilib
Date Deposited: 30 Apr 2015 08:57
Last Modified: 30 Apr 2015 08:57
URI: http://digilib.unila.ac.id/id/eprint/9616

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