Pengaruh Brand Equity Terhadap Keputusan Pembelian Elpiji Bright Gas Pada Masyarakat Kota Bandar Lampung

Abstract

Abstract

This research aims to simultaneously and partially test the variables Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty which have a dominant influence on purchasing decisions for Bright Gas Elpiji in the people of Bandar Lampung city. The type of research used in this research is quantitative research. Used to research certain populations or samples, data collection using research instruments, quantitative/statistical data analysis, with the aim of testing predetermined hypotheses. This research method uses a non-probability sampling method, purposive sampling type, with the number of respondents in this research being 250 respondents. The results of the analysis from this research are described simultaneously as the variables Brand Awareness, Perceived Quality, Brand Association and Brand Loyalty which together have a significant influence on purchasing decisions for Bright Gas Elpiji in the people of the city of Bandar Lampung. Brand Awareness, Perceived Quality, Brand Association and Brand Loyalty collectively partial and simultaneous have a positive and significant effect on purchasing decisions for Bright Gas LPG among people in the city of Bandar Lampung. This means that the fifth hypothesis is accepted.

Keywords: Brand Association, Brand Loyalty, Brand Awareness, Perceived Quality, Purchasing Decisions

Abstrak

Penelitian ini bertujuan untuk menguji secara simultan dan parsial variabel Brand Awareness, Brand Association, Perceived Quality, dan Brand Loyalty yang berpengaruh dominan terhadap keputusan pembelian Elpiji Bright Gas pada masyarakat kota Bandar Lampung.Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian kuantitatif. Digunakan untuk meneliti pada populasi atau sampel tertentu, pengumpulan data menggunakan instrumen penelitian, analisis data bersifat kuantitatif/statistik, dengan tujuan untuk menguji hipotesis yang telah ditetapkan. Metode penelitian ini menggunakan metode non probability sampling tipe purposive sampling dengan jumlah responden dalam penelitian ini adalah sebanyak 250 responden. Hasil analisis dari penelitian ini diuraikan secara simultan variabel Brand Awareness, Perceived Quality, Brand Association dan Brand Loyalty secara bersama-sama berpengaruh signifikan terhadap keputusan pembelian Elpiji Bright Gas pada masyarakat kota Bandar Lampung.Brand Awareness, Perceived Quality, Brand Association dan Brand Loyalty secara parsial dan simultan berpengaruh positif dan signifikan terhadap keputusan pembelian Elpiji Bright Gas pada masyarakat di kota Bandar Lampung Artinya hipotesis kelima diterima.

Kata Kunci: Brand Association, Brand Loyalty, Brand Awareness, Perceived Quality, Keputusan Pembelian