The effect of brand image and product knowledge towards customer purchase decision at Zara Sun Plaza Medan

Sutedja, Jasmine Sharon (2021) The effect of brand image and product knowledge towards customer purchase decision at Zara Sun Plaza Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Zara is a fast-fashion company that produces the fastest fashion trend in the market several times in weeks or even months. But turns out that the fast-fashion company has been known as one of the problematic sectors of industry. As customers are aware of this issue, it has effect the customer purchase decision. This study aims to determine whether there is an influence of brand image and product knowledge towards customer purchase decisions at Zara Sun Plaza Medan. This study uses quantitative research and descriptive method by distributing questionnaires to 110 respondents. The result of coefficient of determination (R2) is 0.867, which means that 86.7% of the customer purchase decision is influenced by brand image and product knowledge, and the remaining 13.3% is influenced by other variables outside this research. The data analysis method that is used in this study is multiple linear regression by utilizing SPSS v.25. The significance level of Personal Selling is 0.000, the level is < 0.05, which means there is a positive and significant influence between brand image and customer purchase decision. The significance level of Sales Promotion is 0.000, the level is < 0.05, which means there is a positive and significant influence between product knowledge and customer purchase decision. The simultaneous / joint significance test (F statistical test) is 0.000. The results showed that brand image and product knowledge simultaneously have a significant influence towards customer purchase decisions at Zara Sun Plaza Medan/Zara adalah perusahaan mode cepat yang memproduksi tren mode tercepat di pasar beberapa kali dalam beberapa minggu atau bahkan bulan. Namun ternyata perusahaan fast-fashion selama ini dikenal sebagai salah satu sektor industri yang bermasalah. Karena pelanggan menyadari masalah ini, itu mempengaruhi keputusan pembelian pelanggan. Penelitian ini bertujuan untuk mengetahui apakah ada pengaruh citra merek dan pengetahuan produk terhadap keputusan pembelian pelanggan pada Zara Sun Plaza Medan. Penelitian ini menggunakan penelitian kuantitatif dan metode deskriptif dengan menyebarkan kuesioner kepada 110 responden. Hasil koefisien determinasi (R2) sebesar 0,867, artinya 86,7% keputusan pembelian konsumen dipengaruhi oleh citra merek dan pengetahuan produk dan sisanya 13,3% dipengaruhi oleh variabel lain di luar penelitian ini. Metode analisis data yang digunakan dalam penelitian ini adalah regresi linier berganda dengan memanfaatkan program SPSS v.25. Tingkat signifikansi Personal Selling sebesar 0,000, taraf < 0,05 artinya ada pengaruh positif dan signifikan antara citra merek dengan keputusan pembelian pelanggan. Tingkat signifikansi Promosi Penjualan adalah 0,000, taraf < 0,05, artinya ada pengaruh positif dan signifikan antara pengetahuan produk dengan keputusan pembelian pelanggan. Uji signifikansi simultan/bersama (uji statistik F) adalah 0,000. Hasil penelitian menunjukkan bahwa citra merek dan pengetahuan produk secara simultan berpengaruh signifikan terhadap keputusan pembelian pelanggan pada Zara Sun Plaza Medan.

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