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ANALISIS BRAND EQUITY PRODUK KECANTIKAN TERHADAP MINAT BELI PRODUK DI BAROKAH MART MANTUP LAMONGAN

JEKMA

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Title ANALISIS BRAND EQUITY PRODUK KECANTIKAN TERHADAP MINAT BELI PRODUK DI BAROKAH MART MANTUP LAMONGAN
 
Creator Aprielisa, Larasati Marinka Dewi; Unisla
 
Description Abstrak  Penelitian ini bertujuan untuk mengetahui pengaruh Brand Equity terhadap Minat Beli produk kecantikan pada Barokah Mart Mantup. Selain itu untuk menguji kelayakan uji regresi pengaruh variabel Brand Awareness, Brand Associations, Percived Quality, dan Brand Loyalty terhadap Minat Beli Produk di Barokah Mart Mantup.Penelitian ini menggunakan teknik purposive sampling. Populasi berjumlah 300 orang berdasarkan data 3 bulan terakhir tahun 2019 sehingga sampel yang didapat dari perhitungan rumus slovin adalah 75 responden. Pengujian hipotesis dalam penelitian ini menggunakan regresi linear berganda. Hasil uji t telah dilakukan dan dihasilkan variabel Brand Awareness (X1) (6,755 ) > ttabel (1,994), variabel Brand Associations (X2) diperoleh thitung sebesar (1,012) < ttabel (1,994), variabel Percived Quality (X3) diperoleh thitung sebesar (2,263) > ttabel (1,994), dan Brand Loyalty (X4) diperoleh thitung sebesar (-1,755) > ttabel (1,994).Sehingga dapat diketahui bahwa variabel Brand Awareness (X1) dan variabel Percived Quality (X3) yang berpengaruh secara parsial terhadap variabel (Y). Dan uji simultan telah dilakukan dan dihasilkan nilai F hitung (19,865) lebih besar F tabel (2,50), sehingga variabel Brand Awareness, Brand Associations, Percived Quality dan Brand Loyalty secara bersama – sama berpengaruh signifikan terhadap Minat Beli Produk         Abstract  This research aims to determine the influence This research aims to determine the effect of Brand Equity on Interest in buying beauty products at Barokah Mart Mantup. In addition to testing the feasibility of a regression test the influence of the variable Brand Awareness, Brand Associations, Percived. This research uses puposive sampling technic. The population is 300 people based on data from the last 3 months of 2019 so that the sample obtained from the calculation of Slovin formula is 75 respondents. Hypothesis testing in this  Quality, and Brand Loyalty on Interest in Buying Products at Barokah Mart Mantup research uses multiple linear regression. The analytical tool used in this research is the validity test, reliability test, classic assumption test, correlation test, determination test, multiple linear regression test, T test, and F test. From the multiple linear analysis obtained by the equation Y = 0,700 + 0,694X1 + 0,152 X2 + 0,162X3 - 0,182X4 + e. T test results have been carried out and produced Brand Awareness variable (X1) (6.755)> ttable (1.994), Brand Associations (X2) variable obtained by thitung (1.012) <ttable (1.994), Percived Quality variable (X3) obtained thitung by ( 2,263)> ttable (1,994), and Brand Loyalty (X4) obtained thitung of (-1,755)> ttable (1,994). So that it can be seen that the Brand Awareness (X1) and the Percived Quality (X3) variables partially affect the variable (Y). And simultaneous tests have been carried out and the calculated F value (19.865) is greater than the F table (2.50), so that the variable Brand Awareness, Brand Associations, Percived Quality and Brand Loyalty together have a significant effect on Interest in Buying Products.   
 
Publisher JEKMA
 
Contributor —
 
Date 2020-01-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Artikel yang dipeer-review
 
Format application/msword
 
Identifier https://jurnalekonomi.unisla.ac.id/index.php/JEKMA/article/view/443
 
Source JEKMA; Vol 1, No 1 (2020): JANUARI
2715-9094
 
Language ind
 
Relation https://jurnalekonomi.unisla.ac.id/index.php/JEKMA/article/view/443/353