ANALISIS PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION IMITASI

KHOIRUNNISA SYUHADAH UMANAH TANJUNG, . (2024) ANALISIS PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION IMITASI. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui hasil analisis brand image dan keputusan pembelian produk fashion imitasi, serta untuk mengetahui hasil analisis pengaruh brand image terhadap keputusan pembelian produk fashion imitasi. Metode penelitian yang digunakan pada penelitian ini adalah metode survei dengan pendekatan kuantitatif. Teknik pengambilan sampel menggunakan teknik non-probability sampling dengan metode accidental sampling. Sampel penelitian ini berjumlah 125 orang responden dengan kriteria konsumen perempuan dan laki-laki berusia 18 – 28 tahun di wilayah DKI Jakarta yang pernah membeli produk fashion imitasi berupa sepatu, sandal, blouse, hoodie, sweater, tshirt, celana, tas, dompet dan topi. Pengumpulan data menggunakan kuesioner campuran. Metode analisis data menggunakan uji Chi-Square. Hasil Penelitian ini menunjukkan bahwa variabel brand image berada dikategori sangat tinggi. Indikator yang paling berpengaruh sebagai penentu dalam brand image adalah kesukaan asosiasi merek (Favorable) yang berada dikategori tinggi. Pada variabel keputusan pembelian berada dikategori tinggi. Indikator yang paling berpengaruh sebagai penentu terjadinya pembelian adalah kebiasaan dalam membeli produk yang berada dikategori tinggi. Hasil analisis data yang telah dilakukan menunjukkan terdapat adanya pengaruh antara brand image terhadap keputusan pembelian produk fashion imitasi. This research aims to determine the results of brand image analysis and purchasing decisions for imitation fashion products, as well as to determine the results of the analysis of the influence of brand image on the purchase decisions of imitation fashion products. The research method used is a survey method with a quantitative approach. The sampling technique uses non-probability sampling techniques with accidental sampling methods. The sample of this study amounted to 125 respondents with the criteria of female and male consumers aged 18-28 years in the DKI Jakarta area who had bought imitation fashion products the form of shoes, sandals, blouse, hoodies, sweaters, tshirts, pants, bags, wallets, and hats. Data collection using mixed questionnaires. The data analysis method used the Chi-Square test. The results of this research show that the brand image variable is in the very high category. The most influential indicator as a determinant in brand image is the favorability of brand associations (Favorable) which is in the high category. The variable purchase decision is in the high category. The most influential indicator as a determinant of purchases is the habit of buying products that are in the high category. The results of data analysis that have been carried out show that there is an influence between brand image on the purchase decision of mitation fashion products.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Sri Listiani, S.Pd., M.Ds. 2). Ernita Maulida, S.E., ME, Ph.D.
Subjects:	Desain Kostum, Tata Busana > Tata Busana
Divisions:	FT > S1 Pendidikan Tata Busana
Depositing User:	Users 21487 not found.
Date Deposited:	01 Feb 2024 05:01
Last Modified:	01 Feb 2024 05:01
URI:	http://repository.unj.ac.id/id/eprint/44085

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