Pengaruh Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian

Nel Arianty, Ari Andira

Abstract


The purpose of this study was to determine and analyze the effect of brand image on purchasing decisions, to know and analyze the effect of brand awareness on purchasing decisions, and to find out and analyze the effect of brand image and brand awareness on purchasing decisions of LTD helmet products (Case Study of Faculty of Economics Students And Business, Muhammadiyah University, North Sumatra). The approach used in this research is an associative approach. The population in this study were all students of FEB UMSU and the sample used in this study were 100 people using accidental sampling. Data collection techniques in this study used a questionnaire. Data analysis techniques in this study used Multiple Linear Regression, Classic Assumption Test, t Test and F Test, and the Coefficient of Determination. Data processing in this study uses the SPSS software program (version 24.00). Partially known that brand image has a positive and significant influence on purchasing decisions. Partially, it is known that brand awareness has a positive and significant influence on purchasing decisions. Simultaneously known brand image and brand awareness have a significant influence on purchasing decisions.


Keywords


Brand Image, Brand Awareness and Purchasing Decisions

Full Text:

PDF (Indonesian)

References


Aaker, A. D., & Biel, A. L. (2009). Brand Equity and Advertising: Advertising Role in Building Strong Brand. Hillsdale: Lawrence Erlbaum Associates.

Akbar, A. (2012) Analisis Pengaruh Citra Merek, Harga, dan Kualitas Produk Terhadap Keputusan Pembelian Notebook Toshiba. Jurnal Manajemen dan Akuntansi, 12(2), 16-19.

Arianty, N. (2016). Pengaruh Promosi dan Merek Terhadap Keputusan Pembelian. Kumpulan Jurnal Dosen UMSU, 4(2), 76-87.

Arianty, N. (2019). The Influence of Brand Awarness and Communication Media On Fashion Product Purchasing Dicisions (Case Study of Students of the Faculty Of Economics and Business, Muhammadiyah University of Notrh Sumatra). The 1 International Conference on Innovation of Small Medium-sized Enterprise (ICIS) 2019, 1(1), 102-115.

Cahyani, K. I., & Sutrasmawati, R. E. (2016). Pengaruh Brand Awareness dan Brand Image Terhadap Keputusan Pembelian. Management Analysis Journal, 5(4), 281-288.

Daulay, R., & Putri, R. E. (2018). Analisis Faktor-faktor Psikologis Terhadap Keputusan Pembelian Kosmetik Wardah Di Kota Medan. Prosidding Konferensi Nasional ke-8 APPPTMA. 1-6.

Dinata, Y. A., & Nurtjahjani, F. (2018). Pengaruh Citra Merek dan Kesadaran Merek Terhadap Kpeutusan Pembelian Sabun CUci Piring Sunlight (Studi Pada Warga Dewa Songgokerto Kota Batu). Jurnal Aplikasi Bisnis, 3(1), 99-104.

Dharma, N. P. S. A., & Sukaatmadja, I. P. G. (2015). Pengaruh Citra Merek, Kesadaran Merek dan Kualitas Produk Terhadap Keputusan Membeli Produk Apple. E-Jurnal Manajemen UNUD, 4(10), 3228-3255.

Fahmi, I. (2016). Perilaku Konsumen Teori dan Aplikasi. Bandung: Alfabeta.

Febriani, N. S., & Dewi, W. W. A. (2018). Teori dan Praktis Riset Komunikasi Pemasaran Terpadu. Malang: UB Press.

Firmansyah, M. A. (2019). Pemasaran Produk dan Merek (Planning Strategy). Jakarta: Qiara Media.

Ghozali, I. (2013). Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 Update PLS Regresi. Semarang: Universitas Diponegoro.

Handayani, D. (2010). The Official MIM Academy Coursebook Brand Operation. Jakarta: Esensi Erlangga Group.

Herdana, A. (2015). Analisis Pengaruh Kesadaran Merek (Brand Awareness) Pada Produk Asuransi Jiwa Prudential Life Assurance (Studi Pada Pru Passion Agency Jakarta). Jurnal Riset Bisnis dan Manajemen, 3(1), 1-18.

Kapferer, J. (2008).The Strategic Brand Management. London: Kogan Page.

Kotler, P., & Keller, K. L. (2009), Manajemen Pemasaran. Jakarta: Erlangga.

Kotler, P., & Amstrong, G. (2009). Prinsip-Prinsip Pemasaran Edisi 12. Jakarta: PT. Gelora Aksara Pratama.

Nasution, A. E. (2018). Pengaruh citra merek dan kualitas pelayanan terhadap keputusan pembelian konsumen. Jurnal Riset Sains Manajemen, 2(3), 91-96.

Nasution, M. I., Fahmi, M., Jufrizen, J., Muslih, M., & Prayogi, M. A. (2020). The Quality of Small and Medium Enterprises Performance Using the Structural Equation Model-Part Least Square (SEM-PLS). Journal of Physics: Conference Series, 1477(2020), 1–7. https://doi.org/10.1088/1742-6596/1477/5/052052

Nasution, S. M. A., Jufrizen, J., & Azhar, M. E. (2020). Efek Mediasi Customer Engagement pada Pengaruh Brand Performance Terhadap Repeat Purchase Pengguna Sepeda Motor Yamaha di Kota Medan. Jurnal Humaniora: Jurnal Ilmu Sosial, Ekonomi dan Hukum, 4(2), 11–22.

Nitisusastro, M. (2012). Perilaku Konsumen Dalam Perspektif Kewirausahaan. Bandung: Alfabeta.

Prasetya, E. G., Yulianto., & Sunarti. (2018). Pengaruh Brand Image Terhadap Keputusan Pembelian (Survei Pada Mahasiswa Fakultas Ilmu Administrasi Bisnis Progam Studi Administrasi Bisnis Angkatan 2014 Konsumen Air Mineral Aqua). Jurnal Administrasi Bisnis (JAB), 62(2), 214-221.

Purnomo, T. (2018). Pengaruh Kesadaran Merek dan Citra Merek Terhadap Niat Beli Pada Konsumen Herbalife di Surabaya. Jurnal Agora, 6(1), 1-7.

Putri, S. L., & Deniza, M. P. (2016). Pengaruh Brand Awareness dan Brand Loyalty Terhadap Keputusan Pembelian Produk Chicken Nugget Fiesta di Kota Padang. Jurnal Agrica, 11(2), 70-78.

Sangadji, E. M., & Sopiah, (2013). Perilaku Konsumen. Yogyakarta: C.V Andi Offset.

Schiffman, L. G., & Kanuk, L. L. (2008). Consumer Behaviour. New jersey: Eight Edition. Prentice Hall.

Sugiyono (2016). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Timpal, N., Lapian, S. L. H. V. J., & Rate, P. V. (2016). Pengaruh Brand Awareness dan Brand Attitude Terhadap Keputusan Pembelian Handphone Merek Nokia (Studi Kasus Pada Siswa SMA dan SMK di Kota Manado). Jurnal Berkala Ilmiah Efisiensi, 16(01), 308-317.

Tjiptono, F., & Chandra, G. (2016). Pemasaran Strategik. Yogyakarta: ANDI.

Tousalwa, C., & Pattipeilohy, V. R. (2017). Variabel Penentu Keputusan Pembelian Minyak Kayu Putih Cap MP di Kota Ambon. Jurnal Nusamba, 2(1), 21-28.

Wilujeng, S. R., & Edwar, M. (2014). Pengaruh Brand Awareness dan Brand Trust Terhadap Keputusan Pembelian Produk Oriflame. Jurnal Pendidikan Tata Niaga, 2(2), 1-15.

Yet, S. (2011). Star Marketing For Everyone’s Business. Jakarta: PT. Gramedia Pustaka Utama.




DOI: http://dx.doi.org/10.30596%2Fmaneggio.v4i1.6766

Refbacks

  • There are currently no refbacks.


Maneggio: Jurnal Ilmiah Magister Manajemen is abstracting & indexing in the following databases: 

 

 
Creative Commons License

Maneggio: Jurnal Ilmiah Magister Manajemen is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

 View My Stats Maneggio