PENGARUH MEDIA IKLAN TELEVISI, CITRA MEREK DAN KESADARAN MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA
DOI:
https://doi.org/10.32493/jpkpk.v2i1.1988Abstract
ABSTRAK
Penelitian ini bertujuan untuk mengetahui berapa pengaruh penggunaan media iklan televisi, citra merek dan kesadaran merek terhadap keputusan pembelian, sehingga dapat menghasilkan keuntungan yang maksimal bagi perusahaan.
Metode penelitian yang digunakan dalam tesis ini adalah metode kuantitatif. Data diperoleh dengan penyebaran kuesioner menggunakan metode accidental sampling dengan kriteria (1) mahasiswa pasca sarjana universitas pamulang, (2) pengguna sepeda motor, (3) pernah melihat iklan yamaha.
Hasil penelitian ini secara simultan menunjukan bahwa media iklan televisi, citra merek dan kesadaran merek berpengaruh terhadap keputusan pembelian sebesar 27,1% sedangkan sebesar 72,9% dipengruhi oleh factor lain yang tidak dijelaskan dalam penelitian ini. Secara parsial media iklan televisi dan citra merek berpengaruh secara signifikan terhadap keputusan pembelian sebesar 22,4% dan 53,6%. Sedangkan kesadaran merek tidak berpengaruh secara positif keputusan pembelian dengan angka t penelitian sebesar -1,744. Besarnya pengaruh kesadaran merek terhadap keputusan pembelian sebesar -23,1%.
Kata kunci: Media Iklan Televisi, Citra Merek, Kesadaran Merek, Keputusan Pembelian
ABSTRACT
This study aims to determine the influence of the television advertising media, brand image and brand awareness to the purchasing decisions.
The research method used a quantitative method, and data collected by distributing questionnaires to the pamulang university postgraduate students, who is (2) motorcycle users, and having seen Yamaha advertisements.
The results of this study simultaneously show that television advertising media, brand image and brand awareness affect purchasing decisions by 27.1% while 72.9% is influenced by other factors not explained in this study. Partially, television advertising media and brand image significantly influence purchasing decisions by 22.4% and 53.6%. While brand awareness does not positively influence purchasing decisions with the research t value of -1.744. The magnitude of the effect of brand awareness on purchasing decisions is -23.1%.
by
Keywords: Media Television Advertising, Brand Image, Brand Awareness, Purchase Decision
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Jurnal Pemasaran Kompetitif is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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