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PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (Survei kepada para siswa SMAN 15 Surabaya kelas XII yang menggunakan Laptop ber Merek ASUS)

Firman Kurniawan · Zainul Arifin · Dahlan Fanani

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Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies

Abstract

This study aims to analyze and explain: the influence of corporate image on purchasing decisions; the effect of the user's image on purchasing decisions; the effect of the product image on purchasing decisions. This research uses explanatory research with quantitative approach. The sample was 61 respondents who were students of SMAN 15 Surabaya with Laptops air-Asus brand using saturated sampling technique. Data collection methods used in this study was a questionnaire. Analysis of the data used in this research is descriptive analysis and multiple linear regression analysis. The results of this study indicate that: Based on t test results obtained that there is one variable that significant effect partially namely the image of the product (X3) with significant value α probability of 0.000 ttable namely 8.806> 1.67 Keywords: Brand Image and Purchase Decision ABSTRAK Penelitian ini bertujuan untuk menganalisis dan menjelaskan: pengaruh citra perusahaan terhadap keputusan pembelian; pengaruh citra pemakai terhadap keputusan pembelian; pengaruh citra produk terhadap keputusan pembelian. Penelitian ini menggunakan jenis penelitian explanatory research dengan pendekatan kuantitatif. Sampel yang digunakan berjumlah 61 responden yang merupakan para siswa SMAN 15 Surabaya yang menggunakan Laptop ber-merek Asus dengan menggunakan tehnik sampel jenuh. Metode pengumpulan data yang digunakan dalam penelitian ini adalah kuisioner. Analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif dan analisis regresi linier berganda. Hasil dari penelitian ini menunjukkan bahwa: Berdasarkan hasil uji t diperoleh hasil bahwa terdapat satu variabel yang berpengaruh signifikan secara parsial yaitu citra produk (X 3 ) dengan nilai signifikansi probabilitas α sebesar 0,000 t tabel yaitu 8,806 > 1,67. Kata Kunci: Citra Merek dan Keputusan Pembelian

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