Analisis Pengaruh Elemen-Elemen Ekuitas Merek Terhadap Keputusan Pembelian Laptop Asus Di Surakarta (Studi Empiris Yang Dilakukan Pada Mahasiswa Universitas Muhammadiyah Surakarta Tahun 2017) (original) (raw)
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Analisis Ekuitas Merek Laptop Pada Mahasiswa Institut Pertanian Bogor
Jurnal Ilmu Keluarga Konsumen, 2010
The brand has role to bridge the consumers' expectations and companies' promises. Prestigious brand can be said to have strong brand equity. This research had objective to analyze brand equity of laptop products among Bogor Agricultural University (IPB) students. Meanwhile, the detail purposes in this research are: (1) to analyze the behavior in using the laptop products, (2) to analyze brand equity elements (brand awareness, brand association, perceived quality, and brand loyalty) among IPB students, and (3) to find out the correlation between top of mind and laptop brands that have been used by IPB students. This research used cross sectional study design with total sample 200 students. The determination of total samples in each faculty used proportional sampling. The process to select sample was executed by convenience sampling that was selecting the samples based on availability to fill up the questionnaire and interview that appropriated with the quota in each faculty. The laptop brand that has been mostly used and possessed is Acer. The duration of possessing the laptop mostly was 10 months until 18 months. Most of laptops were bought by parents in new products. On the brand awareness elements of brand product, Acer generally got the better spot, then it was followed by Toshiba, HP Compaq, and Axioo. The testing of brand association with using Cochran test showed that the smallest association was obtained to Acer brand. It was because the other brand, such as Toshiba, HP Compaq, and Axioo had all associations that adhere to consumers. The perceived quality that was tested by Customer Satisfaction Index (CSI), referred that index satisfaction of samples about Acer, Toshiba, and Axioo brand had satisfied level. Meanwhile, the samples that used HP Compaq had very satisfied level. The Importance Performance Analysis (IPA) showed that only Toshiba brand that was the most excellent in which none atribute which was fixed. For brand loyalty element, HP Compaq brand had the most high loyalty of consumer than the others. The Chi Square test showed that the correlation between top of mind and laptop brand that used was consistent that indicated top of mind was suit with laptop brand that used.
2014
Penelitian ini bertujuan untuk mengetahui pengaruh harga, kualitas produk, citra merek dan inovasi produk terhadap keputusan pembelian laptop merek ASUS pada mahasiswa-mahasiswi program studi manajemen dengan jumlah 434 orang. Penelitian ini menggunakan sampel 50 responden ditentukan dengan menggunakan rumus Roscoe dengan tingkat kesalahan 5%, jenis data yang digunakan adalah data primer dan sekunder. Penelitian ini menguji empat variabel independen yaitu harga, kualitas produk, citra merek dan inovasi produk yang mempengaruhi keputusan pembelian. Tujuan penelian ini adalah untuk mengetahui pengaruh harga, kualitas produk, citra merek dan inovasi produk terhadap keputusan pembelian dengan menggunakan metode analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa variabel harga, dan kualitas produk berpengaruh secara parsial terhadap keputusan pembelian sedangkan variabel citra merek dan inovasi produk tidak berpengaruh. Hasil penelitian juga menunjukkan bahwa variabel h...
Jurnal Manajemen dan Bisnis Indonesia
The main purpose of this study is to investigate the relationships among brand equity, brand preference, price and purchase intention. Moreover secondary aim of this research is examining the moderate role of country of origin image. Independent variables used in this research are brand equity, brand preference and price. Data were collected from 500 students in Batam who recognized the selected brand of laptop using judgmental sampling from 5 universities they are Universitas Putera Batam, Universitas Riau Kepulauan, Politeknik Negeri Batam, Universitas Internasional Batam, and Universitas Batam. Hypotheses were tested using SPSS program version 21. Results indicated that brand equity, brand preference and price positively influence consumer’s purchase intention. But results unsupported moderating role of country of origin image in the relationships among brand equity, brand preference and purchase intention. Keywords: brand equity, brand preference, price, country of origin and ...
2019
Penelitian ini bertujuan untuk mengetahui apakah ada pengaruh harga dan kualitas produk terhadap keputusan pemilihan produk laptop merek ASUS kepada mahasiswa di Univeritas Gadjah Mada. Populasi dalam penelitian ini adalah seluruh mahasiswa di Universitas Gadjah Mada Yogyakarta dengan sampel sebanyak 100 responden. Teknik pengambilan sampel yaitu dengan Accidental sampling atau convenience sampling. Teknik pengumpulan data dengan kuesioner atau angket. Uji validitas menggunakan teknik Korelasi Product Moment dan Uji Reliabilitas menggunakan rumus Cronbach Alpha. Teknik analisis data yang digunakan untuk menguji hipotesis adalah dengan uji t dan uji F. Hasil penelitian ini menunjukan bahwa terdapat pengaruh signifikan dari harga dan kualitas produk terhadap keputusan pembelian. Kata kunci: harga, kualitas produk, keputusan pembelian
Konferensi Riset Nasional Ekonomi Manajemen dan Akuntansi, 2021
Riset ini adalah penelitian kuantitatif yang bermaksud memahami pengaruh kualitas produk, harga dan citra merek terhadap keputusan pembelian. Populasi riset ini yaitu konsumen laptop Asus yang tinggal dan beraktifitas di lokasiJakarta Selatan. Sampel yang diambil yaitu 75 responden, menggunakan teknik pengambilan sampel non probability sampling dengan metode sampel purposive sampling. Pengumpulan data diambil dengan cara melakukan penebaran kuesioner online berbentuk google form. Teknik analisa yang digunakan ialah metode analisa inferensial melalui PLS (Partial Least Square) yaitu SmartPLS 3. Hasil penelitian ini menunjukkan bahwa (1) kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian dengan koefisien jalur sebesar 0,332, (2) harga berpengaruh positif dan signifikan terhadap keputusan pembelian dengan koefisien jalur sebesar 0,280, (3) citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian dengan koefisien jalur sebesar 0,315. Dengan Adjusted R-Square yang dihasilkan sebesar 0,707. Dengan kesimpulan bahwa telah diketahui, dibuktikan dan di analisa bahwa kualitas produk, harga dan citra merek berpengaruh signifikan terhadap keputusan pembelian laptop Asus di Jakarta Selatan.
Pengaruh Kualitas Produk dan Citra Merek terhadap Keputusan pembelian Laptop Asus di Kota Singaraja
Bisma: Jurnal Manajemen
The purpose of this investigation was to assess how the influence of brand perception and product quality on purchasing decisions of Asus brand laptops in Singaraja City, simultaneously or partially. The approach used is causal quantitative and the sample selection is done randomly (random sampling). A total of 100 respondents became the sample involved. The instrument used in this study was a questionnaire to collect data, and data analysis techniques used multiple linear regression analysis. The conclusions of this study are, (1) Product quality and brand perception have a positive and significant influence on purchasing decisions for Asus brand laptops in Singaraja City. (2) Product quality has a positive and significant influence on purchasing decisions for Asus brand laptops in Singaraja City. (3) However, brand image does not have a positive and significant influence on purchasing decisions for Asus brand laptops in Singaraja City
Jurnal Ekobismen
Tujuan penelitian ini adalah untuk mengetahui Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Laptop Asus di Kota Sigli Kabupaten Pidie (Studi Kasus Pada Toko Marsya.Com Sigli)”. Data hasil penelitian dianalisis dengan peralatan statistik sederhana antara lain distribusi frkuensi, persentase dan rata-rata. Untuk mengukur kehandalan variabel dalam kuesioner diterapkan analisis Cronbach Alpha pada taraf signifikansi 0,5. Untuk membuktikan hipotesis lebih lanjut digunakan peralatan Pearson’ Correlation, Linear Regression, dan t-Test. Hasil penelitian ini menunjukan bahwa persamaan regresi linear berganda di atas dapat dijelaskan bahwa nilai constanta sebesar 4,400 dan nilai koefisien regresi motivasi sebesar 0,374 dapat diartikan bahwa setiap 1% kenaikan citra merek yang baik (X1) akan meningkatkan keputusan pemeblain laptop asus di Kota Sigli pada toko Marsya Com Sigli Kabupaten Pidie sebesar 0,374%. Ini artinya terjadi peningkatan keputusan pembelian pengaruh c...
Jurnal Ilmu dan Riset Manajemen (JIRM), 2017
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.
Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian (Studi Pada Konsumen Shopee)
AdBispreneur, 2021
The development of digitalization of information systems has changed the trade sector which gave rise to a new business field called e-commerce. Rapid developments have made competition in the e-commerce sector stronger, so it is necessary to identify variables that influence consumer behavior, especially related to purchasing decisions so that companies can win the competition. Literature data shows that brand equity is one of the variables that can influence purchasing decisions. This study aims to determine how much influence brand equity has on consumer purchasing decisions in the Shopee marketplace. The research method used is quantitative. Data were analyzed using multiple linear regression. The sample size is 68 respondents with accidental sampling. Data were collected by distributing questionnaires to shopee user respondents. The results of the study show that there is an influence of brand equity on purchasing decisions Perkembangan digitalisasi sistem informasi memberi per...
Jurnal Ilmu Administrasi Bisnis, 2014
Penelitian ini dilatar belakangi oleh hadirnya kemajuan teknologi telekomunikasi yang membuat para produsen tersadar untuk menjadikan hal tersebut sebagai peluang bisnis. Salah satu produk telekomunikasi yang dipersaingkan oleh para produsen di era ini adalah smartphone. Secara khusus penelitian ini membahas mengenai smartphone merek Blackberry yang telah menjadi leader smartphone dalam Top Brand Index (TBI) di Indonesia sejak tahun 2011 hingga tahun 2013. Tujuan penelitian ini adalah untuk mengetahui pengaruh kesadaran merek, persepsi kualitas, asosiasi merek terhadap keputusan pembelian melalui ekuitas merek produk smartphone merek Blackberry. Tipe penelitian ini adalah explanatory. Teknik pengambilan sampel menggunakan teknik multi stage sampling dan purposive sampling. Sampelnya berjumlah 96 orang. Penelitian ini menggunakan teknik analisis kualitatif dan analisis kuantitatif (uji validitas, uji reliabilitas, koefisien korelasi, analisis regresi sederhana dan berganda, koefisien determinasi, uji signifikansi (uji t dan uji F) serta analisis jalur). Hasil penelitian ini seluruh variabel independen, yaitu kesadaran merek (X 1 ), persepsi kualitas (X 2 ), dan asosiasi merek (X 3 ) secara simultan maupun parsial mempengaruhi variabel dependen ekuitas merek (brand equity) (Y 1 ) dan variabel keputusan pembelian (Y 2 ). Berdasarkan hasil analisis jalur, pengaruh langsung pada variabel kesadaran merek terhadap keputusan pembelian lebih besar dibandingkan pengaruh tidak langsungnya, sedangkan pada variabel persepsi kualitas dan asosiasi merek terhadap keputusan pembelian pengaruh langsungnya lebih kecil dibandingkan pengaruh tidak langsungnya. Kata kunci : Kesadaran merek, persepsi kualitas, asosiasi merek, keputusan pembelian, ekuitas merek, smartphone merek Blackberry