PENGARUH BRAND AWARENESS, BRAND ASSOCIATIONS, DAN PERCEIVED QUALITY TERHADAP KEPUTUSAN PEMBELIAN MI INSTAN MEREK INDOMIE (Studi Pada Mahasiswa Universitas Islam Malang)

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ABSTRAK

Penelitian ini bertujuan utuk mengetahui Pengaruh Brand Awareness, Brand Associations, Dan Perceived Quality Terhadap Keputusan Pembelian Mie Instan Merek Indomie (Studi pada Mahasiswa Universitas Islam Malang). Jenis penelitian ini adalah Kuantitatif. Teknik pengambilan sampel dalam penelitian ini menggunakan probability sampling tipe metode proportionate stratified random sampling. Data yang digunakan adalah data yang diperoleh melalui pengisian kuesioner oleh responden. Jumlah sampel sebanyak 100 responden serta menggunakan metode analisis regresi linier berganda. Pengolahan data menggunakan program SPSS 16 for Windows.

            Hasil penelitian ini menunjukkan bahwa (1) Brand awareness berpengaruh parsial dan signifikan terhadap keputusan pembelian mie instan merek Indomie yang menunjukkan nilai t hitung 3,178 > t tabel 1,984 dengan nilai signifikan 0,002 < 0,05. (2) Brand associations berpengaruh parsial dan signifikan terhadap keputusan pembelian mie instan merek Indomie yang menunjukkan nilai t hitung 2,848 > t tabel 1,984 dengan nilai signifikan 0,005 < 0,05. (3) Perceived quality berpengaruh parsial dan signifikan terhadap keputusan pembelian mie instan merek Indomie yang menunjukkan nilai t hitung 2,577 > t tabel 1,984 dengan nilai signifikan 0,011 < 0,05. (4) Secara simultan, brand awareness, brand associations, dan perceived quality berpengaruh terhadap keputusan pembelian mie instan merek Indomie, hal ini terbukti dengan nilai uji F dengan signifikansi 0,000 lebih kecil dari 0,05 dan, F hitung dengan jumlah 70,452 > F tabel dengan jumlah 2,70. Artinya Brand Awareness, Brand Associations, Dan Perceived Quality berpengaruh positif secara signifikan terhadap Keputusan Pembelian Mie Instan Merek Indomie (Studi pada Mahasiswa Universitas Islam Malang)

Kata kunci : Brand Awareness, Brand Associations, Perceived Quality  , Keputusan Pembelian.

ABSTRACT

       This study aims to determine the effect of Brand Awareness, Brand Associations, and Perceived Quality on the Purchase Decision of Indomie Brand Instant Noodles (Study on Students of the Islamic University of Malang). This type of research is quantitative. The sampling technique used in this study was probability sampling with the type of proportionate stratified random sampling method. The data used are data obtained through filling out questionnaires by respondents. The number of samples is 100 respondents and using multiple linear regression analysis method. Data processing using SPSS 16 for Windows program.

The results of this study indicate that (1) Brand awareness has a partial and significant effect on purchasing decisions for Indomie brand instant noodles which shows a t count value of 3.178 > t table 1.984 with a significant value of 0.002 < 0.05. (2) Brand associations have a partial and significant effect on purchasing decisions for Indomie brand instant noodles which show a t-count value of 2.848 > t-table 1.984 with a significant value of 0.005 <0.05. (3) Perceived quality has a partial and significant effect on purchasing decisions for Indomie brand instant noodles which shows the t-count value of 2.577 > t-table 1.984 with a significant value of 0.011 <0.05. (4) Simultaneously, brand awareness, brand associations, and perceived quality have an effect on purchasing decisions for Indomie brand instant noodles, this is proven by the F test value with a significance of 0.000 less than 0.05 and, F count with a total of 70.452 > F table with a total of 2.70. This means that Brand Awareness, Brand Associations, and Perceived Quality have a significant positive effect on the Indomie Brand Instant Noodle Purchase Decision (Study on Students of the Islamic University of Malang)

Keywords: Brand Awareness, Brand Associations, Perceived Quality, Purchase Decision.