ANALISIS KESADARAN MEREK, PERSEPSI KUALITAS DAN ASSOSIASI MEREK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Pelanggan CS Finance Cabang Tangerang)

Authors

  • Sutikno Sutikno Universitas Serang Raya

Keywords:

Kesadaran merek, Persepsi kualitas, Asosiasi merek, Keputusan pembelian

Abstract

Penelitian ini bertujuan untuk mengetahui apakah Kesadaran merek,Persepsi kualitas,Asosiasi merek berpengaruh positif dan signifikan secara parsial maupun simultan terhadap keputusan pembelian. dengan populasi 500 responden dengan rumus isac di dapat Sampel 206 responden yang pernah melakukan transaksi melalui CS Finance . penelitian ini memakai metode analisis kuantitatif dengan menggunakan analisis persamaan linier berganda , di lanjutkan dengan analisis determinasi ( R square ) , pengujian hipotesis secara parsial ( uji t ) dan simultan ( uji f ) , dengan SPSS 23.0 . hasil analisis dapat di ketahui bahwa : 1) Kesadaran merek berpengaruh positif terhadap Keputusan pembelian ,dengan dimensi pengetahuan merek berpengaruh dominan terhadap dimensi faktor asosiasi merek  2).Persepsi kualitas berpengaruh terhadap Keputusan Pembelian dan dimensi persepsi Kualitas  harga berpengaruh dominan terhadap faktor Assosiasi merek 3). Asosiasi merek berpengaruh terhadap Keputusan pembelian , dan dimensi kepribadian merek berpengaruh dominan terhadap faktor persepsi kualitas merek . 4).Kesadaran merek, Persepsi kualitas dan Asosiasi merek berpengaruh positif dan  signifikan terhadap Keputusan pembelian konsumen

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