PENGARUH ASOSIASI MEREK TERHADAP KEPUTUSAN PEMBELIAN
Abstract: This research intent
to determine the effect of Brand Associations which consists of Intangible
Attributes, Benefits to Customers and Relative Prices significant influence the
purchase decision and to determine variable dominant Brand Associations on
purchasing decisions. This research, data were collected through a
questionnaire technique on 100 respondents facial milk cleanser brand in
Indomaret Viva by using Judgmental Sampilng techniques. Then performed an
analysis of the data obtained through the test instrument using validity test
and reliability test. The data analysis technique used is multiple linear
regression analysis. Testing instrument through simultaneous test (F test) and
partial test (t test) data processed resulting equation. Hypothesis testing
using test through the coefficient of determination (R2), it is known that the
Adjusted R2 indicates that the appropriate regression equation to predict the
dependent variable, while the rest is explained by other variables that are not
addressed in this study. F test results can be seen all over the independent
variables consisting of Intangible Attributes, Benefits for Customers, and the
relative price has a significant influence together (simultaneously) to the
buying decision. Then the t test showed that the Customer Benefits shown to
have a dominant influence on the dependent variable (purchasing decisions).
Keyword: Intangible
Attributes, Benefits to Customers, Relative Prices, Purchase Decision
Penulis: Coriza Mayasari
Kode Jurnal: jpmanajemendd141333
