Penulis / NIM
HELMIYANTO M. HONGI / 261408046
Program Studi
S1 - MANAJEMEN
Pembimbing 1 / NIDN
Dra. Hj. SALMA BOWTHA, M.Pd / 0023015604
Pembimbing 2 / NIDN
Dra. IRINA POPOI, M.Pd / 0028026007
Abstrak
ABSTRAK
Helmiyanto M. Hongi, Nim. 261408046. Rockhouse Distro, 25 Juli 2012. Pengaruh Brand Image Terhadap Keputusan Pembelian. Pembimbing I: Dra. Hj. Salma Bowtha, M.Pd Pembimbing II: Dra. Irina Popoi, S.Pd, M.Pd
Adapun tujuan utama penelitian ini yakni untuk menganalisi dan mendeskripsikan sejauh mana pengaruh antara brand image terhadap keputusan pembelian baik secara parsial maupun simultan. Populasi penelitian adalah seluruh konsumen yang ada di lingkungan Rockhouse Distro yang berjumlah 1175 orang. Sampel penelitian yaitu berjumlah 92 orang. Pengambilan sampel menggunakan metode Accidental Sampling dan analisis data penelitian menggunakan Analisis Regresi Linier Sederhana. Dan berdasarkan indikator penelitan yang mengambil teori oleh : Kevin Lane Keller (2002;214) menyatakan beberapa indikator Brand Image, yakni Atribut, Manfaat, Sikap. Kemudian untuk indikator keputusan pembelian merujuk pada pendapatan yang dikemukakan Kotler (2003;204) yakni : pengenalan masalah, pencarian informasi, evaluasi alternatif, keputusan pembelian, serta perilaku pasca pembelian.. Masing – masing indicator dari variable dependen dan independent diatas dibuat suatu pernyataan dalam bentuk kuesioner yang nantinya akan dibagikan kepada responden.
Hasil penelitian ini menunjukan bahwa: Peningkatan keputusan pemebelian konsumen melalui brand image pada Rockhouse Dsitro secara simultan berpengaruh terhadap keputusan pembelian ditunjukkan koofiensi derterminasi r2 = 0.456 atau sebesar 45,6% dan sisanya 54,4% dipengaruhi oleh faktor lain. Bagi Rockhouse Distro yang memperhatikan Brand Image dalam rangka meningkatkan Keputusan Pembelian diharapkan terus melaksanakan strategi tersebut dengan memperbaiki beberapa kekurangan antara lain: memperhatikan advertising atau periklan yang bagian dari promosi untuk memberikan pengakuan produk pada konsumen yang menggunakan produk yang dipasarkan Rockhouse seperti Kick Denim yang mendominasi jumlah penjualan dan tentunya juga dengan memperhatikan penetapan strandar harga.
Kata Kunci : Brand Image, Keputusan Pembelian
ABSTRACT
Helmiyanto M. Hongi, Nim.261408046. Rockhouse Distro, July 25th 2012. The Influence of Brand Image toward Buying Decision. Supervisor: Hj. Salma Bowtha, M.Pd and Co-supervisor: Irina Popoi, S.Pd, M.Pd
The main purpose of this research is to analyze and describe the influence of brand image toward buying decision both partially and simultaneously. The population of this research is 1175 customer of Rockhouse Distro with 92 customers as the sample. The sample was collected by using accidental Sampling and was analyzed by using simple linier regression analysis. The theory of Kevin Lane Keller (2002;214) state that brand image indicators are attribute, function, attitude. In addition, the indicators of buying decision refers to Kotler’s (2003;2004), which is: problem recognition, gathering information, alternative evaluation, buying decision, and post-buying attitude. Each indicators from dependent and independent variable above were composed into questionnaire statements, which were given to the respondents.
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The result shows that the increase of customer’s buying decision through brand image at Rockhouse Distro, simultaneously has influence toward buying decision, which is shown by coefficient determination r2=0.456 or 45,6% and the rest is influenced by the other factors. Also, the increase of customer’s buying decision through brand image has significant influence toward buying decision, which is shown by (tcount=8.689) and based on the regression result that ? 0.675. It means that a right brand image can increase customer’s buying decision at Rockhouse Distro.
The Rockhouse Distro that concern to its brand image in order to increase customer’s buying decision is expected to keep continuing the strategy by refine some flaws, such as: more concern on the advertisement that become parts of promotion for the product acknowledgement, for instance advertisement on Kick Denim that dominate the selling quota. The Rockhouse Distro also has to concern on the price standard determination and revise the condition of customer’s buying interest, also the customer’s attitude in utilizing the product.
Keywords: Brand Image and Buying Decision
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