PENGARUH BRAND PERCEPTION DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN DALAM MENGGUNAKAN JASA GO-JEK, PT GO-JEK INDONESIA

RATMANTO, TOTOK (2018) PENGARUH BRAND PERCEPTION DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN DALAM MENGGUNAKAN JASA GO-JEK, PT GO-JEK INDONESIA. S1 thesis, Universitas Mercu Buana.

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Abstract

The purpose of this research is to know the influence brand perception towards purchasing decisions, brand awareness and influence purchase decisions against brand perception and brand awareness are jointly against purchasing decisions customers in the use of the service Go-Jek.. Research methods used in this research is Descriptive quantitative approach with Associative, that is by describing the State of the respondent as well as the description of the variable frequency in the table research and percentage of results the dissemination of the questionnaire through data analysis procedure. The population in this study are the consumers who use the service application Go-Jek in the area of Cawang in East Jakarta and samples in this study amounts to 100 respondents. The technique analysis of the data using the test validity, reliability test, test the assumptions of simple linear regression, classic, multiple linear regression, the coefficient of determination, test the significance (test t). The research results showed that: (1) there is a positive and significant influence between the brand perception towards purchasing decision, (2) there is a positive and significant influence between the brand awareness against the purchasing decision, (3) there is a positive and significant influence among variables brand perception and brand awareness are jointly against the purchasing decision. Keywords : Brand perception, Brand awareness, Purchase Decisions Tujuan dari penelitian ini adalah untuk mengetahui pengaruh brand perception terhadap keputusan pembelian, brand awareness terhadap keputusan pembelian serta pengaruh brand perception dan brand awareness secara bersama-sama terhadap keputusan pembelian pelanggan dalam menggunakan jasa Go-Jek. Metode penelitian yang digunakan dalam penelitian ini adalah Deskriptif Asosiatif dengan pendekatan kuantitatif, yaitu dengan mendeskripsikan keadaan responden serta deskripsi variabel penelitian dalam tabel frekuensi dan presentase dari hasil penyebaran kuesioner tersebut dengan melalui prosedur analisis data. Populasi dalam penelitian ini adalah konsumen yang menggunakan jasa aplikasi Go-Jek di daerah Cawang Jakarta Timur dan sampel dalam penelitian ini berjumlah 100 responden. Teknik analisis data menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, regresi linear sederhana, regresi linear berganda, koefisien determinasi, uji signifikansi (uji t). Hasil penelitian menunjukan bahwa : (1) Terdapat pengaruh yang positif dan signifikan antara brand perception terhadap keputusan pembelian. (2) Terdapat pengaruh yang positif dan signifikan antara brand awareness terhadap keputusan pembelian (3) Terdapat pengaruh yang positif dan signifikan antara variabel brand perception dan brand awareness secara bersama-sama terhadap keputusan pembelian. Kata kunci : Brand perception, Brand awareness, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 18 402
NIM: 43113120084
Uncontrolled Keywords: Brand perception, Brand awareness, Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 03 Dec 2018 02:55
Last Modified: 08 Jan 2019 07:44
URI: http://repository.mercubuana.ac.id/id/eprint/45816

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