ANALISIS PENGARUH ELEMEN-ELEMEN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA NOTEBOOK TOSHIBA DI SEMARANG

Abstract

This research was motivated by the intense of notebook competition in Indonesia with more popping up a variety of new brand, or old brand that continues to innovate with different offers and strategies to attract customers to be a market leader in notebook market. This is impacting on the acquisition of brand value, brand share, potential gain index in the future, and the index of consumer satisfaction on Toshiba notebooks. This study aims to test the influence (effect) of brand equity elements which consist of brand awareness, perceived quality, brand associations and brand loyalty to the purchasing decision on Toshiba notebooks. After performing study of literature review and developing hipotheses, the data was collected by questionnaire method toward 100 persons Toshiba notebook users in Semarang, which is obtained by using purposive sampling technique. Then, we performed quantitative and qualitative anlyses of the data will be tested. A quantitative analysis consist of validity and reliability tests, the classic assumption test, multiple regression analysis, goodness of fit test that includes the t test and F test, and analysis of coefficient of determination (R2). Qualitative analysis is an interpretation of the data collected in this study, and results of data processing that have been implemented with a description and explanation. Then data were processed using SPSS (Statistical Package for Social Science) for Windows 17 in a quantitative analysis that produced the regression equation as follows: Y= 0,255 X1 + 0,210 X2 + 0,193 X3 + 0,310 X4 Which is the purchasing decision variable (Y), brand awareness (X1), perceived quality (X2), brand association (X3), and brand loyalty (X4). Hypothesis testing using t test showed that the four independent variables that studied have positive and proved significantly to influence (effect) the purchase decision. Then through the F test can be known that fourth independent variable get a well-deserved to test purchase decision as the dependent variable. Meanwhile, the acquisition rate of 0.773 on the Adjusted R Square indicated that 77.3 percent of purchase decisions variation can be explained by the variation of the four independent variables in the regression equation. Whereas 22,7 percent as the rest of it was explained by other variables outside of the four variables used in this study.