Analisis Pengaruh Konsumen Dalam Pembelian Sepatu Bermerek di Kota Batam

Herni, Herni (2020) Analisis Pengaruh Konsumen Dalam Pembelian Sepatu Bermerek di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Tujuan dari penelitian ini adalah untuk menganalisis pengaruh konsumen dalam pembelian sepatu bermerek di Kota Batam dan juga besar pengaruh dari Brand Awareness, Perceived Quality, Perceived Value, Brand Personality, Organizational Associations beserta juga yang terakhir adalah Brand Uniqueness terhadap Brand Loyalty. Pengolahan data tersebut menggunakan fasilitas program PLS. Data yang didapatkan yaitu dengan melakukan penyebaran kuesioner sebanyak 283 kepada para responden. Penelitian ini menggunakan link google form yang disebarkan kepada masyarakat milenial yang terdapat di Kota Batam. Hasil dari penelitian tersebut mencerminkan bahwa adanya pengaruh yang signifikan positif dari Brand Awareness, Brand Personality, Organizational Associations dan Brand Uniqueness terhadap Brand Loyalty, sedangkan Perceived Quality dan Perceived Value menunjukkan tidak adanya pengaruh yang signifikan terhadap Brand Loyalty. Penelitian ini untuk mengetahui seberapa loyal konsumen dalam melakukan pembelian sepatu bermerek melalui beberapa faktor seperti Brand Awareness, Perceived Quality, Perceived Value, Brand Personality, Organizational Associations beserta juga yang terakhir adalah Brand Uniqueness.-------------------------The purpose of this study is to analyze the influence of consumers in purchasing branded shoes in Batam City and also the influence of Brand Awareness, Perceived Quality, Perceived Value, Brand Personality, Organizational Associations and also the last is Brand Uniqueness to Brand Loyalty. Processing the data using the PLS program facility. The data obtained is by distributing questionnaires as many as 283 to the respondents. This research uses a google form link that is distributed to millennial communities in Batam City. The results of this study indicate that there is a significant positive effect of Brand Awareness, Brand Personality, Organizational Associations and Brand Uniqueness on Brand Loyalty, while Perceived Quality and Perceived Value show no significant influence on Brand Loyalty. This study is to determine how loyal consumers are in purchasing branded shoes through several factors such as Brand Awareness, Perceived Quality, Perceived Value, Brand Personality, Organizational Associations and also the last one is Brand Uniqueness.

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