The influence of jet 1 brand image on customer purchase decision at Ud Map, Medan

Hartopo, Randy (2020) The influence of jet 1 brand image on customer purchase decision at Ud Map, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Brand image really determines the ability to sell products in the company. JET 1 brand that are less well-known by customers compared to other similar brands, customers also doubt the quality of the JET 1 brand at UD MAP in selling these brands so as to make the JET 1 brand image less well known and trusted by customers. According to Sangadji and Sopiah (2015, p.338), products with negative brand image will influence the decisions made by consumers in making a purchase. The research types by the writer are descriptive research and causal study with probability sampling with sampling technique using simple random sampling with Slovin formula. In this research the sample size is 96 customers. All data tested have passed the results of tests of validity and reliability tests, normality tests, linearity tests, heterocedasticity tests. Regression test result Y = 8,084 + 0,796X, determination test 0,551 means that 55,1% of brand image had influence to customer purchase decision. T-test result with 10,731 > 1.985, Ha hyphothesis is accepted, meaning brand image has significant influence on customer purchase decision. Based on the findings, the recommendation for UD MAP Medan pay attention to giving confidence by guaranteeing the products sold are of good quality, offering unique products, have different characteristics from competitors such as providing promotions, giving cashback, guaranteeing claims for defective products and making offers with good communication/Citra merek sangat menentukan kemampuan untuk menjual produk di perusahaan. Merek JET 1 yang kurang dikenal oleh pelanggan dibandingkan dengan merek sejenis lainnya, pelanggan juga meragukan kualitas merek JET 1 dan citra merek JET 1 kurang dikenal dan dipercaya oleh pelanggan. Menurut Sangadji dan Sopiah (2015, hal.338), produk dengan citra merek negatif akan memengaruhi keputusan yang dibuat oleh konsumen dalam melakukan pembelian. Jenis penelitian yang penulis lakukan adalah penelitian deskriptif dan studi kausal dengan probability sampling dengan teknik pengambilan sampel menggunakan simple random sampling dengan rumus Slovin. Dalam penelitian ini ukuran sampel adalah 96 pelanggan. Semua data yang diuji telah lulus dari hasil uji validitas dan uji reliabilitas, uji normalitas, uji linieritas, uji heteroskedastisitas. Hasil uji regresi Y = 8.084 + 0.796X, uji determinasi 0.551 berarti bahwa 55.1% citra merek memiliki pengaruh terhadap keputusan pembelian pelanggan. Hasil uji-t dengan 10,731> 1,985, Hipotesis diterima, artinya citra merek memiliki pengaruh signifikan terhadap keputusan pembelian pelanggan. Berdasarkan temuan, rekomendasi untuk UD MAP Medan memperhatikan untuk memberikan kepercayaan dengan menjamin produk yang dijual berkualitas baik, menawarkan produk yang unik, memiliki karakteristik yang berbeda dari pesaing seperti memberikan promosi, memberikan uang kembali, menjamin klaim untuk produk yang cacat dan membuat menawarkan komunikasi yang baik. Kata kunci: citra merek, keputusan pembelian pelanggan

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• Pengaruh citra merek JET-1 terhadap keputusan pembelian konsumen=0. (deposited UNSPECIFIED)
  • The influence of jet 1 brand image on customer purchase decision at Ud Map, Medan. (deposited 14 Aug 2020 05:04) [Currently Displayed]

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