Efektifitas Citra Merek sebagai Variabel Pemediasi dalam Menciptakan Minat Pembelian (original) (raw)
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Efektivitas Citra Merek Terhadap Pembelian Minuman Ringan
Jurnal Manajemen Bisnis Transportasi Dan Logistik, 2017
The objective of this research is to find out the influence of sales promotion and brand image towards the decision of purchasing soft drinks. In this research, the writers used 2 methods of data collection which are data collecting using questionnaire and library research, and data analyzing using regression analysis techniques, correlation, coefficient determinant, and hypothesis testing. The results of the analysis and discussion show that there is a positive influence between sales promotion and brand image towards the decision of purchasing. It is shown in multiple linear regression equation that Y = 0.581 + 0.406X 1 + 0.568X 2. It means, if there is a change in X 1 by one unit, consequently, there will be an increase in Y at 0.406. Moreover, if the brand image is increased by one unit, there will be an increase of Y at 0.568. Based on the correlation analysis, the value of R is 0.782, meaning that there is strong correlation between X 1 and X 2 towards Y. Coefficient determinant equals 61.1%. This means that the contribution of sales promotion and brand image towards the decision of purchasing is at 61.1% while the other 38.9% is affected by other factors. The partial hypothesis testing reveals that the T stat of X 1 equals 2.859 and T stat of X 2 equals 3.395 with T table is 2.021 where T stat > T table and the result of F stat = 30.606 and F table = 3.238, then Ho is rejected and Ha is accepted. This means there is a significant influence between sales promotion and brand image towards the decision of purchasing soft drinks.
Peran Citra Merek Dalam Memediasi Pengaruh Kualitas Produk Terhadap Niat Beli
E-Jurnal Manajemen Universitas Udayana, 2018
Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitas produk terhadap citra merek pada latop Apple macbook, untuk mengetahui pengaruh kualitas produk dan citra merek terhadap niat beli pada produk laptop Apple macbook, dan untuk mengetahui peran citra merek dalam memediasi pengaruh kualitas produk terhadap niat beli. Populasi penelitian ini adalah seluruh responden yang berdomisili di Kota Denpasar yang mempunyai niat untuk membeli laptop Apple macbook. Sampel sebanyak 112 orang responden dari seluruh wilayah Kota Denpasar. Data di analisis menggunakan Metode PLS (Partial Least Square). Hasil penelitian menunjukkan bahwa pengaruh kualitas produk dan citra merek secara parsial berpengaruh positif dan signifikan terhadap niat beli pada laptop Apple macbook, dan kualitas produk secara parsial berpengaruh positif dan signifikan terhadap citra merek pada laptop Apple macbook. Hasil juga menunjukkan bahwa citra merek mampu memediasi pengaruh kualitas produk terhadap niat beli.
Pengaruh Citra Merek Dan Minat Beli Terhadap Loyalitas Merek
Jurnal Riset Sains Manajemen, 2018
Purposes The purpose of this research is to analyze the influence of brand image on buying interest; the influence of the brand image on brand loyalty; the influence of buying interest on brand loyalty; and the influence of brand image and brand loyalty mediated by buying interest. Methods The approach of this research pertained to quantitative approach, especially correlational approach. With data collection techniques nonprobability sampling, especially accidental sampling. This research was conducted 30 respondent and using path analysis for analyzing data. Findings The result of this research shows that brand image has a positive and significant effect on buying interest, while brand image has positive but not significant effect on brand loyalty, buying interest has a positive and significant effect on brand loyalty, while buying interest as intervening variable has an effect on brand image and brand loyalty.
Daya Tarik Testimonial di Sosial Media dan Citra Merek terhadap Keputusan Pembelian
Journal of Economic, Bussines and Accounting (COSTING), 2019
The aim this research is to know the influence of testimonial and brand image towards buying decision. The method of this research is using kind of samples including random samples and questionnaires to 200 consumers. The analytical technique, in here is multiple linear analysis technique, and for the hypotesis testing, we use statistic test partially (testing t) and simultaneous test (testing f). The reseacrh result for testing t indicates that both testimonial and brand image have significant influence towards buying decision. According to probability value of sig. 0,000 < 0,05 means that both testimonial and brand image have significant influence towards buying decision. According to the coefficient of determination test result of 0,354 can be interpreted that influence of testimonial and brand image towards buying decision is 35,4%. The rest of 64,6% were influenced by other factors that were not mentioned on this research. Keywords : Testimonial, Brand Image, Buying desicion
Minat Beli: Peran Citra Merek yang Dipersepsikan oleh Konsumen Produk Otomotif
Strategic : Jurnal Pendidikan Manajemen Bisnis, 2019
This study aims to reveal the brand image and purchase interest in Daihatsu Terios in Indonesia. This study used a descriptive approach with explanatory survey method. The unit of analysis in this study is prospective consumers Daihatsu Terios in Indonesia as many as 120 orang.Teknik collecting data field study questionnaires. The data analysis technique used is descriptive technique using frequency distribution. Research findings showed that the image of the brand image are in the good category and description buying interest in the excellent category. Differences in this study lies in the object of research, study time, measuring tools, literature used, the theory used and the results of researchswitching barriers and customer loyalty.
2021
This research was conducted with the aim of (1) analyzing the effect of brand association and perceived quality on brand equity, (2) knowing the effect of brand association, perceived quality and brand equity on purchasing decisions. (3) to determine the indirect effect of brand association and perceived quality on purchasing decisions through brand equity. A total of 100 respondents were taken as samples using snowball and accidental sampling. The data analysis technique used in this study was SEM-PLS with the help of SmartPLS version 3 software. The results showed that (1) brand association and perceived quality have a significant effect on brand equity. (2) brand association and brand equity have a positive and significant effect on purchasing decisions. (3) quality perceptions have no effect on purchasing decisions (4) Brand association and perceived quality has a positive and significant effect on purchasing decisions through brand equity
Peran Citra Merek Dalam Memediasi Pengaruh Positioning Terhadap Keputusan Pembelian
Jurnal Kajian Ilmu Manajemen (JKIM)
This study discusses the problems that exist in one of the MSMEs in Bangkalan, namely KUB Bejrah Ghunah, the phenomenon in this company is good positioning but sales turnover according to the brand used has a bad perception in the minds of consumers. This study aims to determine the effect of positioning on purchasing decisions mediated by brand image. This study uses a quantitative approach with path analysis method, with a total of 100 respondents. The results showed that 1) positioning had a significant effect on purchasing decisions with tcount of 7.959 t table, namely 1.9847 with a significance level of 0.000 less than 0.05. 2) positioning has a significant effect on brand image with the value of t count is 8.957 t table is 1.9847 with a significance level of 0.000 less than 0.05. 3) Brand image has a significant effect on purchasing decisions with a tcount of 6.294 t table, namely 1.9847 with a significance level of 0.000 less than 0.05. 4) Positioning has a direct effect on p...
JURNAL ILMIAH EDUNOMIKA
The reason for this reasoning is to determine the impact of Brand Image and Promotion on Purchase Decisions with Purchase Intention as an intermediary variable. This strategy uses path analysis. The test used was 97 respondents. Collecting information by means of a questionnaire. It turns out that the variables of Brand Image and Promotion have an impact on Buying Interest at the same time. The Brand Image variable displays a noteworthy impact on Purchase Intention. The progress variable is partially unimportant for intentional purchases. The concurrent impact of Brand Image, Promotion, and Buying Interest factors have a synchronous impact on Purchase Decision. Partial Impact of Brand Image and Purchase Interest have an impact on Purchase Decision, while promotion is not affected by Purchase Decision. Keyword: Brand Image, Promotion, Purchase Interest, Purchase Decision
Pengaruh Komunikasi Dan Citra Merek Terhadap Loyalitas Merek Dengan Kepercayaan Sebagai Mediasi
Jurnal Manajerial Dan Kewirausahaan, 2021
This research purposed to determine the effect of brand communication and brand image to brand loyalty of H&M’s customer in Jakarta with brand trust as a mediator. The total samples of this research are 100 respondents who asked to respond the statements in the questionnaires on google form. The Data in this research were analyze with PLS-SEM. The result of this research shows that all variables have a positive and significant effect except, brand communication to brand loyalty with brand trust as a mediator which has a positive but not significant effect of H&M’s customer in Jakarta. This research can be used as a measurement of variables that affect brand loyalty of H&M’s customer.Penelitian ini bertujuan untuk mengetahui pengaruh komunikasi merek dan citra merek terhadap loyalitas merek pada konsumen H&M di Jakarta, dengan kepercayaan merek sebagai mediasi. Penelitian ini menggunakan sampel sebanyak 100 orang untuk menanggapi pernyataan kuesioner yang disebarkan dalam bentuk goog...
Pengaruh Citra Merek Terhadap Loyalitas Konsumen
Jurnal Ilmu Manajemen, 2013
Trend drinking coffee in Surabaya in recent years shows the developments and be part of the globalization trend lifestyle even sold for four or five times the price of a coffee shop and lure middleclass suburb of the metropolis. Since the entry of Starbucks Coffee, Seattle coffee shop American origin, the true ministry-actually ensuring its customers that want a perfect all-round service (perfectionist). The population in this study is consumers who've been at Starbucks Coffee and consume more than 3 times the minimum population size is unknown where the (infinite). So that samples taken in this study amounted to 110 with accidental sampling technique with multiple linear regression analysis techniques were processed through SPSS 16. Results of the analysis in this study shows that there is significant influence of brand image on consumer loyalty either partially or simultaneously.