Why we buy what we buy (factors influencing the tourists from Jakarta buying pia legong from Bali) = faktor-faktor yang memengaruhi turis dari Jakarta untuk membeli pia legong Bali

Darmawan, Debbie (2019) Why we buy what we buy (factors influencing the tourists from Jakarta buying pia legong from Bali) = faktor-faktor yang memengaruhi turis dari Jakarta untuk membeli pia legong Bali. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The purpose of this research is to determine the degree of influence from brand image and brand awareness of Pia Legong towards buying decisions of Tourist from Jakarta when they are in Bali.Pia Legong is a famous souvenir in Bali. Factors influincing people to buy products could be because of its brand awareness and brand image. Brand image is a public perception of the company or its products. Brand awareness is the ability of a prospective buyer to recognize, recall a brand as part of a particular product category. Naturally, product with good brand image and good brand awareness could attract people to buy the products. This research apply positivism point of view, which research questions are constructed in the form of hypotheses that describes the early predictions about the relationship between variables. The datas for this research collected by observing and distributing questionnaires. Data collection method using a questionnaire will be measured with Likert scale. Datas that have been collected will be processed with multiple linear regression analysis using SPSS program. The result will determine if the brand awareness and brand image of Pia Legong really influence buying decision of tourist from Jakarta or not. Through this research, it is expected that this research be a beneficial insights for the tourism industry in Bali in making a strategy for increasing tourist expenditure, from the souvenirs sector./ Tujuan dari penelitian ini adalah untuk menganalisis tingkat pengaruh dari citra merek dan kesadaran merek Pia Legong terhadap keputusan pembelian wisatawan dari Jakarta ketika berada di Bali. Pia Legong adalah cinderamata terkenal di Bali. Faktor-faktor yang memengaruhi orang untuk membeli produk karena kesadaran merek dan citra mereknya. Citra merek adalah persepsi publik terhadap perusahaan atau produknya. Kesadaran merek adalah kemampuan calon pembeli untuk mengenali, mengingat suatu merek sebagai bagian dari kategori produk tertentu. Secara alami, produk dengan citra merek yang baik dan kesadaran merek yang baik dapat menarik orang untuk membeli produk. Penelitian ini menerapkan sudut pandang positivisme, dimana pertanyaan penelitian dikonstruksi dalam bentuk hipotesis yang menggambarkan prediksi awal tentang hubungan antar variabel. Data untuk penelitian ini dikumpulkan dengan mengamati dan menyebarkan kuesioner. Metode pengumpulan data menggunakan kuesioner akan diukur dengan skala Likert. Data yang telah dikumpulkan akan diproses dengan analisis regresi linier berganda menggunakan program SPSS. Hasilnya akan menentukan apakah kesadaran merek dan citra merek Pia Legong benar-benar memengaruhi keputusan pembelian wisatawan dari Jakarta. Melalui penelitian ini, diharapkan penelitian ini menjadi wawasan yang bermanfaat bagi industri pariwisata di Bali dalam membuat strategi untuk meningkatkan pengeluaran wisatawan, dari sektor souvenir.

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