THE INFLUENCE OF BRAND AWARENESS AND BRAND IMAGE ON PURCHASE DECISION (Study on Aqua Consumers in Administrative Science Faculty Brawijaya University Class of 2013)

Abstract

Penelitian ini bertujuan untuk: (1) Meneliti pengaruh Kesadaran Merek terhadap Keputusan Pembelian. (2) Meneliti pengaruh Citra Merek terhadap Keputusan Pembelian. (3) Meneliti pengaruh Kesadaran Merek dan Citra Merek secara simultan terhadap Keputusan Pembelian. Jenis penelitian ini dilakukan menggunakan explanatory research dengan pendekatan kuantitatif. Jumlah sampel pada penelitian ini adalah 94 pelanggan produk Aqua botol 600ml dan digunakan Teknik Purposive Sampling. Data dikumpulkan melalui kuesioner. Uji instrumen dalam penelitian ini adalah uji validitas, uji reliabilitas, dan uji asumsi klasik. Regresi berganda digunakan sebagai teknik analisis data. Hasil penelitian menunjukkan bahwa: (1) Kesadaran Merek memiliki pengaruh signifikan terhadap Keputusan Pembelian. (2) Citra Merek memiliki pengaruh signifikan terhadap Keputusan Pembelian. (3) Kesadaran Merek dan Citra Merek memiliki pengaruh secara simultan terhadap Keputusan Pembelian berdasarkan nilai uji F. Sedangkan Kesadaran Merek memiliki pengaruh yang paling dominan terhadap Keputusan Pembelian berdasarkan nilai uji t. Oleh karena itu, perusahaan diharapkan untuk mempertahankan serta meningkatkan Kesadaran Merek yang memiliki pengaruh paling dominan terhadap Keputusan Pembelian.

Kata Kunci: Kesadaran Merek, Citra Merek, dan Keputusan Pembelian.

 

Abstract

This research aims: (1) To examine the partial influence of Brand Awareness on Purchase Decision. (2) To examine the partial influence of Brand Image on Purchase Decision. (3) To examine the simultaneously influence of Brand Awareness and Brand Image on Purchase Decision. This research used explanatory research with quantitative approach. Total sample were 94 customers of Aqua bottled 600ml product and it elected by Purposive Sampling Technique. Data were collected valid and reliable by questionnaire, and analyzed by multiple regression. The research showed that: (1) Brand Awareness has partially influence on Purchase Decision, (2) Brand Image has partially influence on Purchase Decision, (3) Brand Awareness and Brand Image has simultaneously influence on Purchase Decision. Based on t test, it can be concluded that the Brand Awareness has dominant influence on Purchase Decision. Therefore, the company expected to maintain, manage, and improve Brand Awareness that has dominant influence on Purchase Decision.

 

Key Word: Brand Awareness, Brand Image, and Purchase Decision.