Pengaruh Kualitas Produk Dan Ekuitas Merek Terhadap Keputusan Pembelian (original) (raw)
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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
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The development of business in Indonesia has now begun to rampant and develop very rapidly one of them is cosmetic business. Each company competes with each other in pursuit of profit. The development of the Times and technology makes the needs of the people of beauty tools also increase and it becomes a necessity of society today. It is evidenced in the data obtained by CCI-Indonesia in 2010-2015 where the beauty and personal care industry in Indonesia grew rapidly from year to time. The purpose of this research is to know the influence of brand image and product quality to the decision of purchase of Wardah products in the shop Putra Segar cosmetics in Rangkasbitung. The research method used is descriptive method using a quantitative approach, i.e. to explain a problem based on the data in the form of figures (statistical data). The population used in this study is that consumers visit the store fresh cosmetics son with 18.599 the number of visitors, using the formula error level ...
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Fashion world in Indonesia can be said has developed rapidly in the last decades. This matter is supported by various good viewpoints of local fashion designers, when they become more potential and the economic level is getting better as well up to the rapid growth of retail sector. The development of fashion world becomes important issue both young and old circle. One of the assets to achieve this condition is product trademark which has been developed and become the largest source of assets for the company. When brand equity of a product is getting firm then the product appeal to attract customer to consume the product is getting strong. Strong brand equity can be formed through brand awareness, brand association, perceived quality, and brand loyalty. This research is meant to test the influence of brand awareness, brand association, perceived quality, and brand loyalty to the purchasing decision.This research is a survey research. The population is all customers of fashion product "Cosmic" in Surabaya. The samples are 100 respondents which have been selected by using purposive sampling. The analysis technique has been carried out by using Smart PLS 2.0 version (Partial Least Square).The result of the research shows that brand awareness has an influence to the purchasing decision, brand association has an influence to the purchasing decision, perceived quality has an influence to the purchasing decision, and brand loyalty has an influence to the purchasing decision.
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Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh ekuitas merek yang terdiri dari kesadaran merek, asosiasi merek, kualitas yang dirasakan dan loyalitas merek terhadap keputusan konsumen untuk melakukan pembelian produk pada Ouval Research Malang. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antar variabel melalui pengujian hipotesis. Sampel penelitian ini adalah 150 responden yang merupakan konsumen Ouval Research cabang Malang menggunakan purposive sampling. Alat uji yang digunakan untuk menguji instrumen penelitian ini berupa uji validitas dan uji reliabilitas. Selanjutnya uji hipotesis dilakukan menggunakanuji t. Untuk mendapatkan koefisien beta dan mengetahui pengaruh antar variabel, analisis data yang digunakan adalah regresi linier berganda. Pengujian hipotesis menyimpulkan bahwa variabel kesadaran merek mempunyai pengaruh yang paling signifikan terhadap keputusan konsumen untuk melakukan pembelian pada produk Ouval Resea...
Pengaruh Pembelanjaan Periklanan Dan Promosi Harga Pada Ekuitas Merek
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This study aimed to examine the effect of perceived advertising spending and price deal on brand equity’s dimension, and the effect of brand equity’s dimension on brand equity based on consumer’s perspective. University students in Yogyakarta were taken for the sample, those who owned and used notebook. Meanwhile the purposive sampling was used for sampling technique. 350 questionnaires were distributed and 328 were used. The finding showed that brand loyalty was positively and significantly affected on brand equity, whereas perceived quality, brand awareness, and brand image were not positively and significantly affected on brand equity. Besides, perceived advertising spending was positively and significantly affected the dimension of brand equity (perceived quality, brand loyalty, brand awareness, and brand image). Price deal was negatively and significantly affected on perceived quality and brand image.
Pengaruh Dimensi Ekuitas Merek Terhadap Keputusan Pembelian Produk Pencuci Mulut (mouthwash)
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The purpose of this study is to determine the partial effect of brand awareness, brand association, perceived quality and brand loyalty on purchase decision in Betadine mouthwash. Two hundred samples are collected from the user and prospective user in Jakarta. the analytichal method used is descriptive and multiple linear regression. The result are (a) the partial effect of brand awareness, brand associaton, brand loyalty are positive and significant to purchase decision but not significant by perceived quality. (b) the highest correlation is achieved by brand awareness. Brand awareness was successfull formed by brand recognation as foundation but then it was stagnant on brand recall even less on top of mind. (c) purchase decision indicators has showed that consumer position is not ready in purchase decision and even less in re-purchase.
Pengaruh Kualitas Produk Dan Brand Image Terhadap Keputusan Pembelian
This study aimed to describe (1) If the variable influence on product quality product purchasing decisions Converse brand shoes. (2) Whether variables affect the brand image of the product purchase decisions Converse brand shoes. (3) Is the variable product quality and brand image influence the purchasing decisions Converse brand shoes The population in this study was students whom to be Converse brand shoes product user in Faculty of Social and Political Science at the Merdeka University of Malang, a total of 39 respondents using non-probability sampling. Data that has met the validity and reliability, and classical assumption (t test and F test) is processed to produce a regression equation as follows: Y = 13,789 +-0,261 X1 + 0,689 X2 Where the purchasing decisions variable (Y), the qulity of the product (X1), and brand image (X2). Hypothesis testing using t test showed that the variable quality of the products that have been researched proved no effect on the purchasing decisions, but the variables that proved influential brand image on consumers purchasing decisions. Hypothesis testing using the F test shows that the variable quality of the product and brand image influence on purchase decisions by 22, 7%, while the remaining 77, 3% is influenced by variables that are not used in this study.
Pengaruh Brand Reputation Dan Brand Liking Terhadap Keputusan Pembelian
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Penelitian ini dilakukan untuk mengetahui seberapa sejauh mana antara hubungan Brand Reputation dan Brand Liking Terhadap Keputusan Pembelian. Metode yang dilakukan adalah dengan penyebaran kuisioner kepada konsumen Elzatta Hijab dan diolah dengan menggunakan aplikasi komputer/SPSS. Penelitian ini dilakukan di toko Elzatta Hijab yang berlokasi di Mall Lippo Plaza Ekalokasari Jln. Siliwangi No. 123, Sukasari, Kec. Bogor Timur, Kota Bogor, Jawa Barat 16142. Bisnis yang bergerak di dunia Fashion. Variabel Brand Liking dan Variabel Brand Reputation terhadap Keputusan Pembelian diperoleh hasil regresi sederhana Y = 11,657 + 0,420 X1 + 0,558 X2 dan uji F hipotesis simultan dengan F hitung = 110,427 berarti bahwa terdapat pengaruh yang signifikan antara Brand Reputation (X1) dan Brand Liking (X2) terhadap Keputusan Pembelian (Y).