Analisis Faktor-Faktor yang Mempengaruhi Brand Equity dan Purchase Intention pada Produk Sepeda Motor di Kota Batam

Fendy, Vicky (2020) Analisis Faktor-Faktor yang Mempengaruhi Brand Equity dan Purchase Intention pada Produk Sepeda Motor di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor apa saja yang mempengaruhi brand equity dan purchase intention produk sepeda motor di Kota Batam. Variabel independen yang digunakan yaitu brand awareness, brand image, perceived quality, dan brand loyalty. Data dikumpulkan melalui penyebaran kuesioner online dengan total responden berjumlah 220 orang. Analisis data penelitian dilakukan dengan menggunakan program software SPSS versi 23 untuk menganalisis data demografi responden dan melakukan uji Common Method Biased (CMB). Analisis data kemudian dilanjutkan untuk pengujian Structural Equation Modeling (SEM) dengan menggunakan program software SMARTPLS versi 3.0. Berdasarkan pengujian hubungan antar variabel, diketahui bahwa faktor yang berpengaruh signifikan positif terhadap brand equity hanya brand loyalty. Brand awareness, brand image, dan brand perceived quality tidak berpengaruh signifikan terhadap brand equity. Begitu juga dengan brand equity yang tidak berpengaruh signifikan terhadap purchase intention. Dengan demikian direkomendasikan bagi para produsen sepeda motor agar menggunakan strategi marketing yang baik dan efektif dalam membuat pelanggan menjadi loyal yang akan meningkatkan kekuatan merek dan juga meningkatkan penjualan produk sepeda motor.-----The aims of this study is to analyze what factors that affect brand equity and purchase intention of motorbikes product in Batam City. The independent variables used are brand awareness, brand image, perceived quality, and brand loyalty. Data were collected through distributing online questionnaires with a total of 220 respondents. Research data analysis was carried out using the SPSS version 23 software program to analyze the demographic data of respondents and to perform the Common Method Biased (CMB) test. Data analysis was then continued for testing Structural Equation Modeling (SEM) using the SMARTPLS version 3.0 software program. Based on testing result of the relationship between variables, it is known that the only factor that has a significant positive effect on brand equity is brand loyalty. Brand awareness, brand image, and brand perceived quality have no significant effect on brand equity. Likewise, brand equity does not have a significant effect on purchase intention. Thus, it is recommended for motorcycle manufacturers to use good and effective marketing strategies in making customers loyal which will increase brand strength and also increase sales of motorcycle products.

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