PENGARUH BRAND EKSTENSI DAN BRAND IMAGE TERHADAP MINAT BELI IPHONE DI KOTA MALANG (Survei pada pengunjung Outlet OPPO Smartphone di Mall Plaza Malang)

Abstract

This study aims to know and explain; (1) the influence of brand extension (X₁) on the buying interest (Y) iPhone in Malang City,(2) the influence of brand image (X₂) on the buying interest (Y) of iPhone in Malang City, (3) joint influence of brand extension (X₁) and brand image (X₂) to iPhone's buying interest in Malang City.Type of research is explanatory research with quantitative approach. The sample that used in this research was 100 respondent from visitors of OPPO Smartphone Outlet In Mall Plaza Malang. Data Collection that used in this research is survey method. Data analysis using descriptive analysis and multiple linear regression analysis.The results of the multiple linier regression analysis shows that; (1) Brand extension (X₁) has a positive and significant effect on buying interest (Y) on iPhone products in Malang, (2) Brand image (X₂) has a positive and significant effect on buying interest (Y) on iPhone products in Malang, (3) Brand extension (X₁) and brand image (X₂) simultaneously have a positive and significant effect on buying interest (Y) on iPhone product in Malang City. 

Keywords : Brand Extension, Brand Image, Buying Interest

ÐBSTRÐK

Penelitian ini bertujuan untuk mengetahui dan menjelaskan; (1) pengaruh brand ekstensi (X₁) terhadap minat beli (Y) iPhone di Kota Malang, (2) pengaruh brand image (X₂)terhadap minat beli (Y) iPhone di Kota Malang, (3) pengaruh secara bersama brand ekstensi (X₁) dan brand image (X₂)terhadap minat beli (Y) iPhone di Kota Malang.Penelitian ini menggunakan jenis penelitian explanatory research dengan pendekatan kuantitatif. Sampel yang digunakan berjumlah 100 responden yang merupakan pengunjung outlet OPPO Smartphone di Mall Plaza Malang. Metode yang digunakan dalam penelitian ini adalah kuesioner. Analisis data menggunakan analisis deskriptif dan analisis regresi linier berganda. Hasil dari penelitian ini menunjukkan bahwa; (1) brand ekstensi (X₁) berpengaruh positif dan signifikan terhadap minat beli (Y) pada produk iPhone di Kota Malang, (2) brand image (X₂) berpengaruh positif dan signifikan terhadap minat beli (Y) pada produk iPhone di Kota Malang, (3) brand ekstensi (X₁) dan brand image (X₂)secara simultan berpengaruh positif dan signifikan terhadap minat beli (Y) pada produk iPhone di Kota Malang.

Kata kunci : Brand Ekstensi, Brand Image, dan Minat Beli