Pengaruh elemen-elemen Brand Equity terhadap keputusan pembelian: Study kasus pada konsumen mie instan Merek Indomie di Mahad Sunan Ampel Al Aly Malang
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Institusion
Universitas Islam Negeri Maulana Malik Ibrahim Malang
Author
Aji, Didin Kurniawan Sakti
Subject
Datestamp
2023-03-21 07:45:27
Abstract :
?????? ????? ??????? ???????? ?? ???? ???????? ???? ???? ??????? ??? ???? ???? ?? ??? ??? ?????? ?? ??? ???????. ????? ?????? ????? ?????? ???? ????? ???????? ???????? ?????? brands value ???? ??? ??? ??????? ?????? ?? ???? ?????? ?? ?? ????. ????? ??? ??????? ??? ????? ????? ????? ??????? ???????? ?????? ??? ?? ???? ?? ??? ???? ????? ????? ????? ????? ????????? ???? ?? ??????? ?????? ??? ???????? ???????? ?????????? ?????? ????????? ??????? ??????? ???????? ?? ?? ???? ??? ????? ????? ?????? ??? ????? ????? ???? ??? ??? ??????? ?? ??? ?? ????? ?? ???? ????? ??? ??????? ???????. ?? ??? ????? ???? ??????? ?????? ????? ?? ????? ???????? ????????? ????? ??????? ????????? ??????? ???????. ??? ??????? ????????? ?????? ?? ???? ??????. ????? ????? ????????? ?????? ???? ??????????? ??????? ??????????. ?? ??? ?? ????? ????? ???????? ???????? ????? ???????? ????? ??????? ?? ?????? ? ? ? ?????? ????? ??? ???????? ?? ??? ???? (?????? ? ) ?? ????? ??? ?? ????? ???????? ????????? ????? ??????? ????????? ??????? ??????? ???? ?????? ????? ?? ?????? ??????. ?? ?????? ????? ???????? ????????? ????? ??????? ????????? ??????? ???????? ???? ?????? ????? ???????? ???????? ??????????. ???? ??? ????? ?????? ????????? ?????? ?? ???? ????? ???????? ???????? ????? ???? ?????? ?? ????? ?? ???????? ???? Ri2= 0,534 ABSTRACT Brand is the identity of a product that can be presented as a measurement of whether the product is good and quality or not. The development of a strong brand that has a value brands that create customer satisfaction that simply given by the product . This study aimed to determine the effect of brand equity elements both simultaneously and partially, as well as determine which variables are the most dominant influence on consumer purchasing decisions to Indomie instant noodle in Ma?had Sunan Ampel Al Aly Malang. This research was quantitative descriptive correlational with survey approach with a number of samples of one hundred of proportional sampling technique. there were independent variables consisting of brand awareness, brand association, perceived quality. As for the dependent variable was the purchase decision. Testing research instruments used validity, reliability, and classical assumption. While the method of data analysis used multiple linear regression with F test and T. The results showed that simultaneous test (F test) or together variable of brand awareness, brand association, perceived quality significantly influenced purchasing decisions. In partial, brand awareness, brand association, perceived value significantly influenced consumer purchasing decisions. based on dominant test results, showed that brand awareness indicator had a highest coefficient of standarized compared with other indicators , namely Ri2 = 0.534. ABSTRAK Merek merupakan identitas sebuah produk yang dapat disajikan sebagai alat ukur apakah produk itu baik dan berkualitas. Pengembangan merk yang kuat memiliki brands value yang menciptakan kepuasan pelanggan yang hanya diberikan oleh produk itu sendiri. Penelitian ini bertujuan untuk mengetahui pengaruh elemen brand equity baik secara simultan dan parsial, serta mengetahui variabel yang paling dominan berpengaruh terhadap keputusan pembelian pada konsumen mie instan merek Indomie di Mahad Sunan Ampel Al Aly Malang. Penelitian ini merupakan penelitian kuantitatif bersifat deskriptif korelasional dengan pendekatan survey jumlah sampel sebanyak seratus dengan teknik pengambilan sampel proporsional. Dalam penelitian ini terdapat variabel bebas yang terdiri dari kesadaran merek, asosiasi merek, persepsi kualitas. Sedangkan untuk variabel terikatnya adalah keputusan pembelian. Pengujian intrumen penelitian menggunakan uji validitas, reliabilitas, dan uji asumsi klasik. Sedangkan metode analisis data menggunakan regresi linier berganda dengan uji F dan uji T. Hasil penelitian menunjukkan bahwa secara uji simultan (uji F) atau bersama-sama variabel kesadaran merek, asosiasi merek, persepsi kualitas berpengaruh signifikan terhadap keputusan pembelian. Secara parsial variabel kesadaran merek, asosias merek, persepsi nilai berpengaruh secara signifikan terhadap keputusan pembelian konsumen. berdasarkan hasil uji dominan, diperoleh bahwa indikator kesadaran merek mempunyai koefisien strandardized paling tinggi dibandingkan dengan indikator lain yaitu Ri2= 0,534.
?????? ????? ??????? ???????? ?? ???? ???????? ???? ???? ??????? ??? ???? ???? ?? ??? ??? ?????? ?? ??? ???????. ????? ?????? ????? ?????? ???? ????? ???????? ???????? ?????? brands value ???? ??? ??? ??????? ?????? ?? ???? ?????? ?? ?? ????. ????? ??? ??????? ??? ????? ????? ????? ??????? ???????? ?????? ??? ?? ???? ?? ??? ???? ????? ????? ????? ????? ????????? ???? ?? ??????? ?????? ??? ???????? ???????? ?????????? ?????? ????????? ??????? ??????? ???????? ?? ?? ???? ??? ????? ????? ?????? ??? ????? ????? ???? ??? ??? ??????? ?? ??? ?? ????? ?? ???? ????? ??? ??????? ???????. ?? ??? ????? ???? ??????? ?????? ????? ?? ????? ???????? ????????? ????? ??????? ????????? ??????? ???????. ??? ??????? ????????? ?????? ?? ???? ??????. ????? ????? ????????? ?????? ???? ??????????? ??????? ??????????. ?? ??? ?? ????? ????? ???????? ???????? ????? ???????? ????? ??????? ?? ?????? ? ? ? ?????? ????? ??? ???????? ?? ??? ???? (?????? ? ) ?? ????? ??? ?? ????? ???????? ????????? ????? ??????? ????????? ??????? ??????? ???? ?????? ????? ?? ?????? ??????. ?? ?????? ????? ???????? ????????? ????? ??????? ????????? ??????? ???????? ???? ?????? ????? ???????? ???????? ??????????. ???? ??? ????? ?????? ????????? ?????? ?? ???? ????? ???????? ???????? ????? ???? ?????? ?? ????? ?? ???????? ???? Ri2= 0,534 ABSTRACT Brand is the identity of a product that can be presented as a measurement of whether the product is good and quality or not. The development of a strong brand that has a value brands that create customer satisfaction that simply given by the product . This study aimed to determine the effect of brand equity elements both simultaneously and partially, as well as determine which variables are the most dominant influence on consumer purchasing decisions to Indomie instant noodle in Ma?had Sunan Ampel Al Aly Malang. This research was quantitative descriptive correlational with survey approach with a number of samples of one hundred of proportional sampling technique. there were independent variables consisting of brand awareness, brand association, perceived quality. As for the dependent variable was the purchase decision. Testing research instruments used validity, reliability, and classical assumption. While the method of data analysis used multiple linear regression with F test and T. The results showed that simultaneous test (F test) or together variable of brand awareness, brand association, perceived quality significantly influenced purchasing decisions. In partial, brand awareness, brand association, perceived value significantly influenced consumer purchasing decisions. based on dominant test results, showed that brand awareness indicator had a highest coefficient of standarized compared with other indicators , namely Ri2 = 0.534. ABSTRAK Merek merupakan identitas sebuah produk yang dapat disajikan sebagai alat ukur apakah produk itu baik dan berkualitas. Pengembangan merk yang kuat memiliki brands value yang menciptakan kepuasan pelanggan yang hanya diberikan oleh produk itu sendiri. Penelitian ini bertujuan untuk mengetahui pengaruh elemen brand equity baik secara simultan dan parsial, serta mengetahui variabel yang paling dominan berpengaruh terhadap keputusan pembelian pada konsumen mie instan merek Indomie di Mahad Sunan Ampel Al Aly Malang. Penelitian ini merupakan penelitian kuantitatif bersifat deskriptif korelasional dengan pendekatan survey jumlah sampel sebanyak seratus dengan teknik pengambilan sampel proporsional. Dalam penelitian ini terdapat variabel bebas yang terdiri dari kesadaran merek, asosiasi merek, persepsi kualitas. Sedangkan untuk variabel terikatnya adalah keputusan pembelian. Pengujian intrumen penelitian menggunakan uji validitas, reliabilitas, dan uji asumsi klasik. Sedangkan metode analisis data menggunakan regresi linier berganda dengan uji F dan uji T. Hasil penelitian menunjukkan bahwa secara uji simultan (uji F) atau bersama-sama variabel kesadaran merek, asosiasi merek, persepsi kualitas berpengaruh signifikan terhadap keputusan pembelian. Secara parsial variabel kesadaran merek, asosias merek, persepsi nilai berpengaruh secara signifikan terhadap keputusan pembelian konsumen. berdasarkan hasil uji dominan, diperoleh bahwa indikator kesadaran merek mempunyai koefisien strandardized paling tinggi dibandingkan dengan indikator lain yaitu Ri2= 0,534.
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