The effect of brand image and brand awareness on purchase decision at PT. AIA Medan

Wijaya, Jesseline (2021) The effect of brand image and brand awareness on purchase decision at PT. AIA Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Nowadays, brand image and brand awareness are the most important things in determining purchase decisions in human life, especially in insurance. A good image and awareness that are known by the public for a long time make it easier for people to trust and get used to the products or services provided. The purpose of this study was to analyze the effects of brand image and brand awareness on purchasing decisions at PT. AIA Medan. The data collected for this research will be conducted through primary data, secondary data (internet data), and Google Forms which will be answered by active clients for a year. As the population in this study is 100, the sample of this study will be 30 who have become clients in AIA Medan who have been active for a year. Pre-test by distributing to 30 clients at AIA Medan who have been active for a year. The data analysis method used in this research is descriptive statistics, validity and reliability tests, classical assumption tests, and multiple regression analysis. Based on the test results, the coefficient of determination shows that the effect of brand awareness and brand image is 61.3% on purchasing decision, while the effect of other variables not included in this research is 38.7% on purchasing decision. The t-test results show that brand awareness has a positive and significant effect on purchasing decisions, while the brand image has a positive but insignificant effect on purchasing decisions at PT. AIA Medan./Pada zaman sekarang ini, brand image dan brand awareness merupakan hal yang terpenting dalam menentukan purchase decision di dalam kehidupan manusia, terutama dalam perasuransian. Image yang baik dan awareness yang sudah lama dikenal oleh masyarakat, membuat masyarakat lebih mudah percaya dan terbiasa kepada produk atau servis yang diberikan. Tujuan dari penelitian ini adalah untuk menganalisis efek dari citra merek dan kesadaran merek terhadap keputusan pembelian di PT. AIA Medan. Data yang dikumpulkan untuk penelitian ini akan dilakukan melalui data primer, data kedua (data internet), dan Google Form yang akan diisi oleh para klien yang aktif selama setahun. Sebagai populasi dalam penelitian ini adalah 100, sampel penelitian ini akan menjadi 30 yang telah menjadi klien di AIA Medan yang telah aktif selama setahun. Pra tes dengan membagi kepada 30 klien di AIA Medan yang telah aktif selama setahun. Metode analisis data yang digunakan dalam penelitian ini adalah statisitik deskritif, uji validitas dan realibilitas, uji asumsi klasik dan analisis regresi berganda. Berdasarkan hasil uji koefisien determinasi menunjukan bahwa pengaruh citra merek dan kesadaran merek terhadap keputusan pembelian adalah 61.3%, sedangkan pengaruh variabel lain yang tidak dijelaskan dalam penelitian ini adalah 38.7%. Hasil uji-t menunjukan bahwa kesadaran merek berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan citra merek berpengaruh positif tetapi tidak signifikan terhadap keputusan pembelian di PT. AIA Medan.

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