PENGARUH BRAND PERSONALITY DAN SALES PROMOTION TERHADAP BRAND EQUITY DAN KEPUTUSAN PEMBELIAN (Survei Pada Mahasiswi Pengguna Produk Wardah Kosmetik Di Universitas Brawijaya Malang)

Abstract

The study aimed to: determine the effect of Brand Personality on Brand Equity; determine the effect of Sales Promotion on Brand Equity; determine the effect of Brand Personality on Purchase Decision; determine the effect of Sales Promotion on Purchase Decision; determine the effect of Brand Equity on Purchase Decision. The type of this research used explanatory with quantitative approach.  About 138 respondents who use Wardah Kosmetik products in Brawijaya University were taken as the sample using purposive sampling technique. The data was collected by distributing questionnaires. Descriptive analysis and path analysis are used as data analysis techniques. The result findings show that: Brand Personality has positive and significant effect on Brand Equity; Sales Promotion has positive and significant effect on Brand Equity; Brand Personality has positive and significant effect on Purchase Decision; Sales Promotion has negative  and insignificant effect on Purchase Decision; Brand Equity has positive and significant effect on purchase Decision. Thus, the company should pay more attention in forming brand personality by innovating products continuously. The company should increase sales promotion activities intensively by providing free samples as well as promote the products by sponsoring events to develop and strengthen brand equity. So being able to encourage consumer purchase decisions.

Keywords : Brand Personality, Sales Promotion, Brand Equity, Purchase Decision

ABSTRAK

Penelitian ini bertujuan untuk mengetahui: pengaruh Brand Personality terhadap Brand Equity; pengaruh Sales Promotion terhadap Brand Equity; pengaruh Brand Personality terhadap Keputusan Pembelian; pengaruh Sales Promotion terhadap Keputusan Pembelian;  pengaruh Brand Equity terhadap Keputusan Pembelian. Jenis penelitian ini merupakan penelitian explanatory. Sebanyak 138 orang responden pengguna produk Wardah Kosmetik di Universitas Brawijaya Malang berpartisipasi sebagai sampel pada penelitian ini dengan menggunakan teknik purposive. Pengumpulan data dilakukan dengan menyebarkan angket. Analisis data dilakukan secara deskriptif dan path analysis. Hasil penelitian menunjukkan bahwa: Brand Personality memengaruhi Brand Equity secara positif dan signifikan; Sales Promotion memengaruhi Brand Equity secara positif dan signifikan; Brand Personality memengaruhi Keputusan Pembelian secara positif dan signifikan;  Sales Promotion memengaruhi Keputusan Pembelian secara negatif dan tidak  signifikan. Brand Equity memengaruhi Keputusan Pembelian secara positif dan signifikan. Dengan demikian, sebaiknya perusahaan lebih memperhatikan pembentukan brand personality dengan terus melakukan inovasi produk secara terus-menerus. Perusahaan juga harus meningkatkan kegiatan sales promotion secara intensif dengan memberikan sampel gratis maupun mempromosikan produk dengan cara mensponsori acara  untuk mengembangkan dan memperkuat brand equity. Kegiatan-kegiatan tersebut diharapkan  mampu mendorong keputusan pembelian konsumen.

Kata Kunci : Brand Personality, Sales Promotion,  Brand Equity, Keputusan Pembelian