The influence of brand awareness towards customer buying decision at PT Jumbo Power International, Medan

Mayditta, Melva (2020) The influence of brand awareness towards customer buying decision at PT Jumbo Power International, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Before deciding to purchase a product, customers often consider several things before it and one of the most common influence is the brand awareness of the product. The objective of this research is to measure the level of influence that brand awareness has on customer buying decision at PT Jumbo Power International, Medan. In any business, companies are expected to be able to offer products that are appealing and have their own characteristics. In addition, companies are also required to provide a brand to their products so that customers can easily distinguish their products from another brands. The research method used in this research is quantitative method. The population in this study is the customers of PT Jumbo Power International, Medan for the period of January to June of 2019. A total of 60 samples are obtained through convenience sampling method. The results of the determination test shows that the relation between the two variables are 67.2%. The results also shows that 45.1% of the customer buying decision can be explained by brand awareness. Hypothesis test result shows that the value of ttest is computed to be 6.905, bigger than the ttable score 2.0017. The conclusion of this research is that brand awareness has an influence towards customer buying decision at PT Jumbo Power International, Medan. Due to decreasing sales that is caused by the lack of brand awareness, the writer recommends the company intensify their promotions so that sales can increase too. / Sebelum memutuskan untuk membeli suatu produk, pelanggan seringkali mempertimbangkan beberapa hal sebelumnya, dan salah satu hal yang paling mempengaruhi keputusan pembelian yang paling umum adalah kesadaran merek terhadap suatu produk. Tujuan dari penelitian ini adalah untuk mengukur tingkat pengaruh kesadaran merek terhadap keputusan pembelian pelanggan di PT Jumbo Power International, Medan. Dalam setiap jenis usaha, perusahaan diharapkan mampu menawarkan produk yang memiliki daya tarik atau ciri khas tersendiri. Selain itu, perusahaan juga diharuskan untuk memberikan merek terhadap produk yang dihasilkan sehingga pelanggan dapat dengan mudah membedakan produk tersebut dengan produk dari merek lain. Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif. Populasi dalam penelitian ini adalah pelanggan dari PT Jumbo Power International, Medan untuk periode dari Januari hingga Juni 2019. Sebanyak 60 sampel diperoleh melalui metode convenience sampling. Hasil uji determinasi menunjukkan bahwa hubungan kedua variabel adalah 67.2%. Hasil juga menunjukkan bahwa 45.1% dari keputusan pembelian pelanggan dapat dijelaskan oleh kesadaran merek. Hasil uji hipotesis menunjukkan hasil uji t adalah 6.905, lebih besar dari skor tabel t yaitu 2.0017. Kesimpulan dari penelitian ini adalah bahwa kesadaran merek memiliki pengaruh terhadap keputusan pembelian pelanggan di PT Jumbo Power International, Medan. Dikarenakan penurunan penjualan yang disebabkan kurangnya kesadaran merek, penulis merekomendasikan untuk mengintensifikasikan promosi sehingga penjualan juga meningkat.

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