DOI: https://doi.org/10.14710/teknik.v39i3.22189

Peningkatan Kinerja Keputusan Pembelian melalui Penilaian Kesadaran Merek, Asosiasi Merek, Loyalitas Merek dan Persepsi Kualitas menggunakan Metode Regresi Ganda: Studi Kasus Pembelian Truk di PT AIIS

Improving Purchase Decision Performance by Examining Brand Awareness, Association, Loyalty and Quality Perception using Multiple Regression Method: A Case Study of Truck Purchasing in PT AIIS

*Novie Susanto scopus  -  Industrial Engineering Dept., Diponegoro University, Indonesia
Dyah Ika Rinawati  -  , Indonesia
Fery Ramadhani  -  , Indonesia
Open Access Copyright (c) 2019 TEKNIK

Citation Format:
Abstract

Sales data and market share of a truck product called ILT in PT AIIS continues to decline during period 2014-2016. Based on these findings, this research examines how sales and market share of the truck could be improved. This research aims to examine the influence of brand awareness, brand association, perceived quality, and brand loyalty to the purchasing decision of ILT in PT. AIIS. The analysis technique uses multiple regression analysis. From the research result, it is found that only the brand awareness and perceived quality variables that positively and significantly influence the purchasing decision of ILT where brand awareness is the dominant factor that influences purchasing decisions. Adjusted R Square value of 0,521 indicates that 52.1% of variation of purchasing decision can be explained by four independent variables in regression equation while the rest equal to 47,9% explained by other variables which were not examined in this research.

Fulltext View|Download
Keywords: brand; perception; loyalty; decision; purchasing; truck

Article Metrics:

Article Info
Section: Artikel
Language : ID
Recent articles
Digital Terrain Model (DTM) Generation From Light Detection and Ranging (LiDAR) Data By Using Simple Morphological Effect of heat treatment on micro structure, hardness, high temperature oxidation resistance of martensitic stainless steel 13Cr3Mo3Ni-cast Flood Disaster Mitigation Using a Disaster Early Warning and Monitoring Information System with an IoT-Based Arduino Microcontroller Back matter Front matter More recent articles
Most cited articles
UNJUK KERJA REAKTOR PLASMA DIELECTRIC BARRIER DISCHARGE UNTUK PRODUKSI BIODIESEL DARI MINYAK KELAPA SAWIT Flood Disaster Mitigation Using a Disaster Early Warning and Monitoring Information System with an IoT-Based Arduino Microcontroller Analisis Desain Sistem Pembangkit Listrik Tenaga Surya Kapasitas 50 WP PERENCANAAN DAN PENGANGGARAN KAMPUS BERKELANJUTAN: GREEN CAMPUS UNIVERSITAS DIPONEGORO PEMANFAATAN KREDIT MIKRO PERUMAHAN BAGI MASYARAKAT BERPENGHASILAN RENDAH DI BMT MITRA KHASANAH KOTA SEMARANG More cited articles
  1. Aaker J. L. (1997). Dimensions of brand personality. Journal of marketing research. Vol 34, No.3 (Aug., 1997), 347-356
  2. Astuti, S.W., and Cahyadi, I. (2007), “Pengaruh Elemen Ekuitas Merek terhadap Rasa Percaya Diri Pelanggan di Surabaya atas Keputusan Pembelian Kartu Perdana IM3”, Majalah Ekonomi, 17 (2), 145-146
  3. Durianto, D., & Sugiarto, T. S. (2001). Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: Gramedia Pustaka Utama
  4. Fadhilah, A. (2015). “Pengaruh Kesadaran Merek, Asosiasi Merek, Persepsi Kualitas dan Loyalitas Merek terhadap Proses Pengambilan Keputusan Pembelian Sepeda Motor Yamaha, V-Ixion”. Jurnal MIX, Volume VI, No. 2, Juni 2015. 188-205
  5. Gunawardane. N. A., (2015). “Impact of Brand Equity towards Purchasing Decision: A Situation on Mobile Telecommunication Services of Sri Lanka”. Journal of Marketing Management June 2015, Vol. 3, No. 1, pp. 100-117
  6. Hariyanto, W. F., Djaja, S., & Sukidin, S. (2017). Pengaruh Ekuitas Merek Terhadap Proses Pengambilan Keputusan Pembelian Motor Honda Beat DI Dealer Garuda Motor I Kecamatan Gambiran Kabupaten Banyuwangi. Jurnal Pendidikan Ekonomi: Jurnal Ilmiah Ilmu Pendidikan, Ilmu Ekonomi dan Ilmu Sosial, 11(1), 140-147
  7. Humdiana (2005). Strategi Pemasaran, Gramedia Pustaka Mizan Pustaka, Jakarta
  8. Jalilvand, M.R. (2011). The Effect of Brand Equity Components on Purchase Intention, International Business and Management, 2 (2), 149-158
  9. Jintu, E. D., Rodhiyah, R., and Wijayanto, A. (2013). Pengaruh Elemen-elemen Ekuitas Merek Terhadap Keputusan Pembelian Mobil Toyota Kijang Innova Pada PT. Nasmoco Pemuda Semarang. Jurnal Ilmu Administrasi Bisnis, 2(4), 43-50
  10. Manzoor, A , & Shaikh, K. A. (2016). Brand Equity and Purchase Intention: The Indian Automobile Industry, Pakistan Business Review, 635-654
  11. Mustofa, B dan Sutopo (2013). Analisis Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Sepeda Motor Merek Yamaha (Studi Kasus Pada Mahasiswa Universitas Diponegoro), Diponegoro Journal of Management, 1 (1), 1 – 11
  12. Nigam, A., & Kaushik, R. (2011). Impact of brand equity on customer purchase decisions: An empirical investigation with special reference to hatchback car owners in central Haryana. International Journal of Computational Engineering & Management, 12, 121-128
  13. Schiffman, L., & Kanuk, L. L., (2008), Perilaku Konsumen, Indeks, Jakarta
  14. Silaen, Y. S., Hidayat, W., and Listyorini, S. (2015). Analisis Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Mobil Kia Picanto (Studi Pada Konsumen Kia Picanto Di Dealer Kia Mobil Dinamika Semarang). Jurnal Ilmu Administrasi Bisnis,4(2), 383-393
  15. Soebianto, A. (2014). Analisis Pengaruh Faktor-Faktor Brand Equity Sepeda Motor Merek Honda Terhadap Keputusan Pembelian Pada Konsumen Di Kota Bandung. E-Journal Graduate Unpar, 1(1)

Last update:

No citation recorded.

Last update: 2024-11-12 00:30:53

No citation recorded.