The effect of hedonic value and brand image on purchasing decision (case study at Zara-Sun Plaza, Medan)

Vanessa, Vanessa (2023) The effect of hedonic value and brand image on purchasing decision (case study at Zara-Sun Plaza, Medan). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Zara is one of the leading fashion brands in the world. Zara experienced decrease in revenue from 2019 to 2022 which shows a decrease in purchasing decisions from consumers. Dominant consumers stated that they actively shop hedonistically, and Zara has a good brand image in the eyes of customers. The purpose of this study is to determine the effect of hedonic value, brand image and purchase decision. Purchasing decisions of consumers are influenced by both hedonic value and brand image. An increase in both hedonic value and brand image has a positive impact on purchasing decisions. Research method in this study with quantitative and descriptive methods using causal studies was used to analyze sample of 97 customers. Respondents are Zara Sun Plaza Medan who are taken using sampling criteria using non probability with convenience sampling. The questionnaire distribution carried out has passed the validity and reliability tests. The data tested has also passed the normality, multicollinearity, heteroscedasticity, and multiple linear regression tests. The results of the study show that hedonic value and brand image simultaneously have a positive and significant effect on purchase decision with a coefficient of determination of 52.2%. Hedonic value and brand image partially has a positive and significant effect on purchase decision. It can be recommended to Zara Sun Plaza to increase the number of affordable products with good quality, greeting every customer who enters and using feedback systems about service quality. / Zara merupakan salah satu merek fashion ternama di dunia. Zara mengalami penurunan pendapatan yang dialami dari tahun 2019 hingga 2022 yang menunjukkan adanya penurunan keputusan pembelian dari konsumen. Konsumen dominan menyatakan bahwa mereka aktif berbelanja secara hedonis, dan Zara memiliki citra merek yang baik di mata pelanggan. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh nilai hedonis, citra merek dan keputusan pembelian. Keputusan pembelian konsumen dipengaruhi oleh nilai hedonis dan citra merek. Peningkatan nilai hedonis dan citra merek berdampak positif terhadap keputusan pembelian. Metode penelitian dalam penelitian ini dengan metode kuantitatif dan deskriptif dengan menggunakan studi kausal digunakan untuk menganalisis sampel sebanyak 97 pelanggan. Responden adalah pelanggan Zara Sun Plaza Medan yang diambil dengan menggunakan kriteria pengambilan sampel menggunakan non probability dengan convenience sampling. Penyebaran kuesioner yang dilakukan telah melewati uji validitas dan reliabilitas. Data yang diuji juga telah lolos uji normalitas, multikolinearitas, heteroskedastisitas, dan regresi linier berganda. Hasil penelitian menunjukkan bahwa nilai hedonis dan citra merek secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai koefisien determinasi sebesar 52,2%. Nilai hedonis dan citra merek secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian. Dapat direkomendasikan kepada Zara Sun Plaza untuk meningkatkan jumlah produk yang terjangkau dengan kualitas yang baik, menyapa setiap pelanggan yang masuk dan menggunakan sistem umpan balik tentang kualitas pelayanan.

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