Adrial, Fikry (2021) Pengaruh brand image terhadap proses keputusan pembelian sepatu polos.tm Medan pada CV. Pattern X. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Keputusan pembelian adalah suatu tahap dimana konsumen telah memiliki pilihan dan siap untuk melakukan pembelian atau pertukaran antara uang dan janji untuk membayar dengan hak kepemilikan atau penggunaan suatu barang atau jasa. Banyak faktor yang mempengaruhi keputusan pembelian, salah satunya adalah brand image. Brand image merupakan keyakinan konsumen terhadap merek produk tertentu.Penelitian ini merupakan penelitian survey dengan pendekatan kuantitatif asosiatif yang bertujuan untuk menganalisis pengaruh brand image terhadap keputusan pembelian (Y). Populasi penelitian terdiri dari 226 orang dan penentuan sampel menggunakan rumus Slovin sehingga terdapat 70 sampel penelitian. Metode pengumpulan data menggunakan kuesioner dan analisis data menggunakan analisis regresi linier sederhana. Hipotesis penelitian adalah brand image berpengaruh signifikan terhadap keputusan pembelian.Hasil penelitian membuktikan bahwa brand image sepatu polos. TM yang ditawarkan CV.Pattern X Medan pada umumnya adalah baik. Konsumen CV.Pattern X Medan pada umumnya memiliki keputusan pembelian yang cukup baik. Hal ini diindikasikan oleh mayoritas responden memiliki keputusan pembelian yang cukup baik yakni sebanyak 40 orang (40.0%). Brand image memberi pengaruh signifikan terhadap keputusan pembelian. Hal ini diindikasikan oleh nilai t-hitung X (10.569) > t-tabel (2.00) dan p-value (0,000). Kepada manajemen CV.Pattern X Medan disarankan untuk lebih memperhatikan faktor faktor yang dapat mempengaruhi keputusan pembelian produk sepatu polos.TM yang ditawarkan oleh perusahaan seperti masalah brand image, sehingga sehingga keputusan pembelian konsumen terhadap produk sepatu polos.TM dapat lebih dimaksimalkan./ Purchasing decision is a stage where any consumer has a choice and ready to make a purchase or exchange between money and a promise to pay with ownership rights or use of an item or service. Many factors influencing purchasing decision one of which is brand image. Brand image is consumer confidence in certain product brands.The present study is a survey with an associative quantitative approach aimed at analyzing the effect of brand image on purchasing decisions (Y). The population consisted of 226 persons and the the sampling method used Slovin formula so that there were 70 samples. Method of data collection used a questionnaire and the data analysis used a simple linear regression analysis.The hypothesis of the study is the brand image has effect on purchase decision.The results of the study shown that the brand image of shoes. TMs offered by CV.Pattern X Medan is generally good. The consumers of CV.Pattern X Medan generally have good purchasing decisions. This is indicated by the majority of respondents having a fairly good purchase decision as many as 40 people (40.0%). Brand image has a significant influence on purchasing decisions. This is indicated by the t-count X (10.569) > t-table (2.00) and p-value (0.000). It is recommended that the management of CV.Pattern X Medan pay more attention to factors that can influence purchasing decisions for plain shoes.TM products offered by companies such as brand image problems, so that consumer purchasing decisions for product of TM shoes can be maximized.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | brand image; keputusan pembelian | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
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Divisions: | University Subject > Current > Faculty/School - UPH Medan > Business School > Management Current > Faculty/School - UPH Medan > Business School > Management |
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Depositing User: | Users 18954 not found. | ||||||||
Date Deposited: | 14 Aug 2021 07:10 | ||||||||
Last Modified: | 18 Jan 2022 02:24 | ||||||||
URI: | http://repository.uph.edu/id/eprint/41512 |
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