Pengaruh Brand Image (Citra Merek) Terhadapkeputusan Pembelian Sepeda Motor Honda Beat (Studipadamahasiswa/I Fisip Usu)

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Brand Image (Citra Merek) terhadap keputusan pembelian sepeda motor Honda Beat pada mahasiswa/i FISIP USU. Populasi dalam penelitian ini adalah mahasiwa/i FISIP USU yang memiliki dan menggunakan sepeda motor Honda Beat. Data dikumpulkan melalui melalui metode kuesioner terhadap 70 responden.Teknik pengambilan sampel dalam penelitian ini dilakukan dengan teknik Probability Sampling dengan pendekatan Simple Random Sampling.Jenis datanya adalah data primer dan data sekunder.Teknik analisis yang digunakan adalah Analisis Regresi Liniersederhana. Berdasarkan analisis data dan statistik, indikator-indikator pada penelitian ini bersifat valid dan variabelnya bersifat reliabel.Pada pengujian asumsi klasik yaitu Uji Normalitas diperoleh data berdistribusi normal.

Berdasarkan hasil penelitian, diperoleh persamaan regresi sebagai berikut: Y = 15,224 + 0.545 X yang artinya apabila Brand Image konstan, maka akan ada keputusan pembelian sebesar 15,224 dan apabila Brand Image dinaikkan 1 kali maka keputusan pembelian akan meningkat sebesar 0,545. Pengujian hipotesis menggunakan uji-t menunjukkan bahwa variabel Brand Image yang diteliti terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian sepeda motor Honda Beat. Angka R Square sebesar 0,321 menunjukkan bahwa 32,1% variabel keputusan pembelian dapat dijelaskan oleh variabel independen yaitu Brand Image. Sedangkan sisanya sebesar 67,9% dijelaskan oleh faktor selain Brand Image.

This study aims to determine whether brand equity and price effect on buying decision of shoes Nike brand on student of business administration FISIP University of Sumatera Utara. The population in this study is the students administration business FISIP University of Sumatera Utara. Data were collected through questionnaires to 86 respondents. The sampling technique in this research is done with the technique of Nonprobability Sampling with a purposive sampling and insidental sampling approach. Type of data is primary data and secondary data. The analysis technique used is multiple linierregression. Based on the research results, obtained regression equation as follows: Y = 0,469X_1 + 0,668X_2 Based on statistical data analysis, indicators in this study are valid and are reliable variables. In the classic assumption test, regression model multicoloniarity free, does not occur heteroskedastisitas, and normal distribution. The sequence individually on each of the most influential variable is the variable price with a regression coefficient of 0.668, and followed by brand equity with a regression coefficient of 0.469. Hypothesis testing using t test showed that the two independent variables studied proved a positive influence and two variables were significant positive effect on buying decision variables, namely brand equity and price. Then through the F test showed that the two independent variables is feasible to test the dependent variable buying decision. Figures Adjusted R Square of 0.690 indicates that 69% variable buying desicion can be explained by two independent variables in the regression equation. While the rest of 31% is explained by other factors than brand equity and price. .