Pengaruh Brand Image Terhadap Keputusan Pembelian (Studi Pada Pembeli Kartu Perdana Simpati Di Booth Telkomsel Matos)

Abstract

The purpose of this study to examine the effect of variable brand image that is favorability of brand association, uniqueness of brand association and Strength of brand association in multiple, partially and dominant of purchasing decisions product simPATI at booth Telkomsel MATOS. The number of this study amounted 100 of customer product simPATI. Sampling techniques used reasearch is using accidental sampling. The data analysis used by regresion linier analysis. The data collection was done by distributing questionare that been tasted validity and realibility. Results from this study that brand image variables together significantly influence purchasing decisions, dominant influence on purchasing decisions is variable Strength of brand association, while the variables that effect but no significant effect on purchasing decisions is the favorability of brand association. Keywords: Brand Image, Purchase decision, Favorability of brand association, Strengh of brand association, Uniques of brand association ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh dari variabel brand image yaitu favorability of brand association, uniqueness of brand association dan Strength of brand association secara berganda, parsial dan dominan dari produk simPati terhadap keputusan pembelian di booth Telkomsel MATOS. Sampel yang digunakan untuk penelitian ini sebanyak 100 pelanggan simPATI. Sampel yang didapatkan dengan menggunakan teknik accidental sampling . Analisis data yang digunakan adalah analisis regresi linier. Data yang diperoleh dari penelitian ini didapatkan dari penyebaran kuesiner yang telah diuji validitas dan reabilitas. Hasil penelitian ini bahwa seluruh variabel brand image secara bersama-sama berpengaruh secara signifikan terhadap keputusan pembelian dan secara parsial yang berpengaruh tetapi tidak signifikan terhadap keputusan pembelian adalah Favorability of brand association . Sedangkan yang berpengaruh dominan terhadap keputusan pembelian adalah variabel Strength of brand association Kata Kunci: Brand Image , Keputusan pembelian, Favorability of brand association, Strengh of brand association, Uniques of brand association.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 21 citations exist upstream.