Analisis pengaruh brand image, product quality dan brand trust terhadap keputusan pembelian sepeda lipat Polygon di propinsi DKI Jakarta

Dwiputra, Adi (2022) Analisis pengaruh brand image, product quality dan brand trust terhadap keputusan pembelian sepeda lipat Polygon di propinsi DKI Jakarta. Masters thesis, Universitas Pelita Harapan.

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Abstract

"Penurunan penjualan pada sepeda merek polygon dikarenakan pada tahun 2021 ini tren bersepeda mulai menurun tidak seperti tahun 2020. Penurunan penjualan tersebut dikarenakan oleh beberapa faktor seperti kenaikan kasus Covid-19 dan antusiasme masyarakat yang diduga mulai jenuh bersepeda. Tujuan dari penelitian ini yaitu, menganalisis terkait pengaruh atau dampak dari brand image, product quality dan brand trust terhadap keputusan pembelian Sepeda Lipat Polygon di Provinsi DKI Jakarta. 73 pengguna sepeda lipat merek Polygon di DKI Jakarta telah dikumpulkan dan berperan sebagai subjek tanpa melepas sifat individualitas. Teknik penarikan yang digunakan adalah purposive sampling, sedangkan pengumpulan data menggunakan kuisioner skala likert. Pengolahan informasi memanfaatkan aplikasi SPSS versi ke-23. Hasil yang didapatkan mengemukakan bahwa keputusan pembelian Sepeda Lipat Polygon di Provinsi DKI Jakarta dipengaruhi secara baik oleh brand trust. Kepercayaan dalam sebuah usaha ketika menjalankan perannya merupakan hal yang utama. Perkembangan suatu merek akan mengalami kesulitan apabila tidak ada rasa kepercayaan pelanggan terhadap produk yang dipasarkan. Hal ini membuktikan bahwa peningkatan brand trust pelanggan terhadap sepeda polygon, mempengaruhi betul kadar kepercayaan dari konsumen untuk membeli produk. Dapat disimpulkan bahwa terdapat pengaruh positif brand image, product quality dan brand trust terhadap keputusan pembelian sepeda lipat Polygon di Provinsi DKI Jakarta./Sales of bicycles under the Polygon brand may be declining since, unlike in 2020, the cycling trend may start to wane in 2021. The increase of Covid-19 instances and the public's excitement for cycling, which is seen to be waning, were two factors contributing to the fall in sales. This study aims to examine how brand image, product quality, and brand trust affect consumers' decisions to purchase Polygon Folding Bikes in the DKI Jakarta Province. Without sacrificing their personality, 73 users of Polygon foldable bicycles in DKI Jakarta were gathered and used as subjects. Purposive sampling is the withdrawal method employed, and a Likert scale questionnaire is used for data collection. The 23rd version of the SPSS application is used for information processing. The findings show that brand trust has an impact on people's decisions to buy Polygon Folding Bikes in the DKI Jakarta Province. The most important factor in a company performing its function is trust. If there is no sense of consumer trust in the things being advertised, brand growth will be difficult. Demonstrating how the level of consumer trust in brands is actually impacted by the popularity of polygon bicycles. Conclusion: Brand image, product quality, and brand trust all have a positive impact on consumers' decisions to purchase polygon folding bicycles in the DKI Jakarta Province."

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