The influence of brand image and product attribute on customer purchase decision for Vivo product at PT Generasi Indo Seluler, Medan

Chandra, William (2024) The influence of brand image and product attribute on customer purchase decision for Vivo product at PT Generasi Indo Seluler, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Technological developments have become a factor in changing the way we live in society, for example in the past we needed calendars to determine the day, month and date, wall clocks, or watches to determine time, analog cameras to capture moments, cell phones to communicate with fellow users, use maps to determine directions and much more. This study will take PT Generasi Indo Seluler at Medan that sell Vivo Smartphone as the main research object because the smartphone brand experienced a significant decline in sales year on year. Vivo had the biggest decline compared to other smartphone brand. The research implemented quantitative study method with convenience sampling. Data was collected by using questionnaires that distributed to 97 respondents.. The data were analyzed using multiple linear regression method with SPSS 25.0 software. All hypotheses proposed in this research are accepted. The results of the research shows that brand image partially influence purchase decision, product attribute partially influence purchase decision and brand image and product attribute simultaneously have influence on purchase decision. It is recommended that PT Generasi Indo Seluler, Medan, in marketing Vivo Smartphone, reevaluate their marketing strategy to come up with more appealing marketing ideas that can leverage social media. Additionally, Vivo Smartphone should introduce a more unique and distinctive design compared to what's already available in order to capture the public's attention. To enhance purchase decisions, PT Generasi Indo Seluler can offer a free gift with every purchase of Vivo Smartphone, which can serve as a consideration for consumers. / Perkembangan teknologi telah menjadi faktor yang mengubah cara kita hidup dalam masyarakat, contohnya di masa lalu kita memerlukan kalender untuk menentukan hari, bulan, dan tanggal, jam dinding, atau jam tangan untuk menentukan waktu, kamera analog untuk menangkap momen, ponsel untuk berkomunikasi dengan pengguna lain dan banyak lagi. Penelitian ini akan mengambil PT Generasi Indo Seluler di Medan yang menjual Smartphone Vivo sebagai objek penelitian utama karena merek smartphone ini mengalami penurunan penjualan yang signifikan dari tahun ke tahun. Vivo mengalami penurunan terbesar dibanding merek smartphone lainnya. Penelitian ini mengimplementasikan metode studi kuantitatif dengan pengambilan sampel convenience. Data dikumpulkan dengan menggunakan kuesioner yang didistribusikan kepada 97 responden. Data dianalisis menggunakan metode regresi linear berganda dengan perangkat lunak SPSS 25.0. Semua hipotesis yang diajukan dalam penelitian ini diterima. Hasil penelitian menunjukkan bahwa citra merek secara parsial memengaruhi keputusan pembelian, attribut produk secara parsial memengaruhi keputusan pembelian, dan citra merek dan kualitas produk secara bersama-sama memengaruhi keputusan pembelian. Disarankan agar PT Generasi Indo Seluler di Medan, dalam memasarkan Smartphone Vivo, mengevaluasi kembali strategi pemasarannya untuk menciptakan gagasan pemasaran yang lebih menarik yang dapat memanfaatkan media sosial. Selain itu, Smartphone Vivo sebaiknya memperkenalkan desain yang lebih unik dan berbeda dari yang sudah ada untuk menarik perhatian masyarakat. Guna meningkatkan keputusan pembelian, PT Generasi Indo Seluler dapat memberikan hadiah gratis setiap kali pembelian Smartphone Vivo, yang dapat menjadi pertimbangan bagi konsumen

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