Open AccessPENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN MEREK LE MINERALE
Author(s) -
Andreas Ronitua,
Lenny Brida,
Husnil Barry
Publication year - 2018
Publication title -
epigram : jurnal penelitian dan pengembangan humaniora
Language(s) - English
Resource type - Journals
ISSN - 2407-909X
DOI - 10.32722/epi.v14i2.1021
Subject(s) - brand image , advertising , business administration , psychology , variables , business , mathematics , statistics
The Influence of Brand Image Towards Consumer Buying Decision in Drinking Water In Packaging Brand of Le Minerale (Case Study at State Polytechnic of Jakarta Department of Business Administration). This research aims to understand the influence of brand image implanted by Le Minerale towards consumer buying decision among department of business administration student, State Polytechnic of Jakarta with the number of respondents as many as 87 students in described according to gender, study program, and semester. This research using two variables, i.e brand image variable as independent variable (freely) with use of three indicators research, that is Favorability of Brand Association, Strength of Brand Association, and Uniquesness of Brand Image. And consumer buying decision variable as the dependent variable (bound) with use of four indicators research, that is Problem Identification, Information Search, Alternate Evaluation, and Purchase Decision. The regression equation in this research is Y = 46,736 + 0,535X. Based on the results of the analysis simple correlation obtained correlation is 0,515 which means there is a moderate relationship with a positive because the value of R positive. While based on the results of determination index shows that brand image has an effect of 26.5% of the purchase decision and remaining 73.5% influenced by other factors.Keywords: Brand Image, Consumer Buying Decision, Favorability, Strength and Uniqueness..AbstrakPengaruh Brand Image Terhadap Keputusan Pembelian Air Minum Dalam Kemasan Merek Le Minerale (Studi Kasus pada Mahasiswa Administrasi Niaga Politeknik Negeri Jakarta). Penelitian ini betujuan untuk mengetahui pengaruh brand image yang ditanamkan oleh Le Minerale terhadap keputusan pembelian di kalangan mahasiswa Jurusan Administrasi Niaga Politeknik Negeri Jakarta dengan jumlah responden sebanyak 87 orang mahasiswa yang di deskripsikan menurut jenis kelamin, program studi, dan semester. Penelitian ini menggunakan dua variabel, yaitu variabel brand image sebagai variabel independent (bebas) dengan menggunakan tiga indikator penelitian, yaitu Keunggulan Asosiasi Merek, Kekuatan Asosiasi Merek, dan Keunikan Asosiasi Merek. Dan variabel keputusan pembelian sebagai variabel dependent (terikat) dengan menggunakan empat indikator penelitian, yaitu Pengenalan Masalah, Pencarian Informasi, Evaluasi Alternatif, dan Keputusan Pembelian. Persamaan regresi pada penelitian ini adalah Y = 46,736 + 0,535X. Berdasarkan hasil analisis korelasi sederhana didapatkan korelasi yakni 0,515 yang berarti terjadi hubungan yang sedang dengan hubungan yang positif karena nilai R positif. Sedangkan berdasarkan hasil indeks determinasi menunjukan bahwa promosi penjualan memiliki pengaruh sebesar 26,5% terhadap proses keputusan pembelian dan sisanya 73,5% dipengaruhi oleh faktor lain.Kata Kunci: Brand Image, Keputusan Pembelian, Keunggulan, Kekuatan, dan Keunikan.