ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN JAM TANGAN SWISS ARMY (Studi Kasus pada Konsumen Swiss Army di Adam Watch)
Abstract: This research
was motivated by the intense
competition in the
Indonesian wristwatch industry with the emergence of various new brands
in the market. This is impacting (affect) on sales of Swiss Army watches that
far adrift than its competitors. This study aimed to test the effect
(influence) of brand equity elements which consist of brand awareness,
perceived quality, brand associations and brand loyalty of purchase decision on
the Swiss Army watches.
The samples in this studi were 100 respondets who buy Swiss Army watches,
repair or replace Swiss Army watches battery, and come to the store using Swiss Army watches. The method used was
purposive sampling ato spread questionnaries to the respondents. This study
uses a quantitative analysis method, namely validity and reliability, the
classic assumption test, linier regression analysis and the tesh the
feasibility of the model.
The data that have subjected the test of validity, reliability test and
classical assumption test processed
using SPSS (Statistical
Package for Social
Science) for Windows 7.
Where the buying decision variable (Y), brand awareness (X1), perceived
quality (X2), brand association (X3), and brand loyalty (X4). Hyothesis testing
using t test showed that the three variables of brand awareness, perceived
quality, brand associations has a significant positive effect to purchasing
decision. Meanwhile, one other independent variables, brand loyalty have
positive and not significant effect to purchasing decision. F test reveal that
all independent variables are adequate to test dependent variable purchasing
decision. Adjusted R Square of 0,425 shows that 42,5 percent of purchasing
decision variation can be explained by four independent variables in the
regression equation. While the rest 57,5 percent is explaindes by ither
variables outside of the four variables used in this study.
Keywords: brand awareness,
perceived quality, brand assciation, brand loyalty
Penulis: Muhammad Ravi Ashar,
Rizal Hari Magnadi
Kode Jurnal: jpmanajemendd180420
