PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK AVTECH

SALSABILA, SHAHNAZ PUTRI (2023) PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK AVTECH. S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui Pengaruh Brand Image Terhadap Keputusan Pembelian Produk Avtech. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian sebanyak 101 responden. Teknik sampel yang digunakan total population sampling sehingga diperoleh sampel sebanyak 101 responden. Teknik pengumpulan data menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya. Teknik analisis data yang digunakan adalah regresi sederhana. Hasil penelitian dari pengolahan data dengan uji t dapat diketahui bahwa nilai T hitung 32,647 > dari t tabel 2,3638.Titik sesuai dengan kriteria jika t itu > dari database maka h0 ditolak dan ha diterima. Artinya terdapat pengaruh positif dan signifikan brand image terhadap keputusan membeli. maka dapat disimpulkan bahwa hipotesis pertama diterima dan Hipotesis kedua ditolak. Maka dapat disimpulkan bahwa semakin berpengaruh brand image semakin meningkat pula keputusan pembelian produk Avtech. Hasil penelitian ini sesuai dengan teori yang dinyatakan oleh Kotler dan Keller (2012:167), keputusan pembelian adalah suatu tindakan konsumen untuk membentuk referensi diantara merek-merek dalam kelompok pilihan dan membeli produk yang paling disukai. Dimana brand image dari merek Avtech termasuk dalam referensi dengan kelompok pilihan produk yang paling disukai oleh konsumen. Hasil penelitan ini juga mendukung penelitan yg dilakukan oleh Syamsurizal dan Sri Ernawati (2020) dengan judul “Pengaruh Brand Image terhadap Keputusan Pembelian pada Rocket Chiken Kota Bima” Jenis penelitian ini adalah asosiatif. Dari hasil penelitian menunjukkan bahwa menunjukan bahwa nilai R2 pada penelitian diperoleh sebesar 0,116 artinya hal ini menunjukkan variabel Keputusan Pembelian (Y) dipengaruhi oleh variabel Brand Image (X) sebesar 11,6%, sedangkan sisanya sebesar 88,4% dipengaruhi oleh faktor–faktor lain. Kata kunci: Brand Image, Keputusan Pembelian, Produk, Avtech ABSTRACT This study aims to determine the effect of brand image on purchasing decisions for Avtech products. This study uses a quantitative approach. The sample in this research is 101 respondents. The sample technique used was total population sampling so that a sample of 101 respondents was obtained. The data collection technique uses a questionnaire that has been tested for validity and reliability. The data analysis technique used is simple regression. The research results from data processing with the t test can be seen that the value of T count is 32.647 > from t table 2.3638. The point according to the criteria if t is > from the database then h0 is rejected and ha is accepted. This means that there is a positive and significant influence of brand image on buying decisions. it can be concluded that the first hypothesis is accepted and the second hypothesis is rejected. So it can be concluded that the more influential the brand image, the higher the purchasing decision of Avtech products. The results of this study are in accordance with the theory stated by Kotler and Keller (2012: 167), purchasing decisions are an act of consumers to form references among brands in the preferred group and buy the most preferred product. Where the brand image of the Avtech brand is included in the reference with the group of product choices most preferred by consumers. The results of this research also support research conducted by Syamsurizal and Sri Ernawati (2020) with the title "The Influence of Brand Image on Purchase Decisions in Rocket Chiken Kota Bima". This type of research is associative. The results of the research show that the R2 value in the study is 0.116, meaning that this indicates that the Purchase Decision variable (Y) is influenced by the Brand Image (X) variable by 11.6%, while the remaining 88.4% is influenced by other factors. other. Keywords: Brand Image, Decision Purchasing, Product, Avtech

Item Type:	Thesis (S1)
Call Number CD:	FK/PR 23 044
NIM/NIDN Creators:	44219210080
Uncontrolled Keywords:	Brand Image, Keputusan Pembelian, Produk, Avtech
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	siti maisyaroh
Date Deposited:	23 May 2023 06:11
Last Modified:	23 May 2023 06:11
URI:	http://repository.mercubuana.ac.id/id/eprint/77560

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