PENGARUH BRAND AWARENESS, BRAND ASSOCIATION, PERCEIVED QUALITY, DAN BRAND LOYALTY TERHADAP CUSTOMER PURCHASE DECISION

cindy chandra, Keni Keni
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Abstract

Penelitian ini bertujuan untuk mendapatkan bukti empiris mengenai pengaruh brand awareness, brand association, perceived quality, dan brand loyalty terhadap customer purchase decision. Populasi dalam penelitian ini adalah para konsumen bubble tea. Penelitian ini dibatasi pada konsumen salah satu bubble tea di Jakarta. Metode Pengambilan sampel menggunakan non probability sampling dengan teknik convenience sampling. Sampel dalam penelitian ini berjumlah 156 responden. Metode pengumpulan data dilakukan dengan menyebarkan kuesioner secara online. Teknik analisis data menggunakan metode analisis regresi ganda. Hasil dari penelitian menunjukkan bahwa brand awareness dan brand association secara parsial tidak berpengaruh terhadap customer purchase decision, sedangkan perceived quality dan brand loyalty berpengaruh positif terhadap customer purchase decision. Pengaruh perceived quality terhadap customer purchase decision dapat menunjukkan bahwa perusahaan bubble tea telah memberikan kualitas produk yang terjamin sesuai dengan harapan para konsumennya. Selain itu, pengaruh brand loyalty terhadap customer purchase decision menunjukkan konsumen merupakan konsumen yang memiliki loyalitas tinggi, meskipun dihadapkan berbagai alternatif pilihan yang lebih unggul tetap melakukan pembelian ulang.

 

This study aims to obtain empirical evidence about the effect of brand awareness, brand association, perceived quality, and brand loyalty on customer purchase decisions. The population in this study were bubble tea consumers. This research is limited to consumers one of bubble tea in Jakarta. The sampling method uses non probability sampling with convenience sampling technique. The sample in this study amounted to 156 respondents. Data collection method is done by distributing questionnaires online. Data analysis techniques using multiple regression analysis methods. The results of the study indicate that brand awareness and brand association have no partial effect on customer purchase decisions, while perceived quality and brand loyalty have positive effects on customer purchase decisions. The effect of perceived quality on customer purchase decisions can show that bubble tea companies have provided guaranteed product quality in accordance with the expectations of their consumers. In addition, the effect of brand loyalty on customer purchase decisions shows that consumers are consumers who have high loyalty, although faced with a variety of alternative choices that are superior, they still make repeat purchases.

Keywords

brand awareness; brand association; perceived quality; brand loyalty; customer purchase decision

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