Pengaruh Brand Image terhadap Keputusan Pembelian Produk Dr. Ricks Denim

Abstract

Abstract. The purpose of the study was to find out how the brand image and purchasing decision of Dr. Ricks Denim, how is the brand image relationship with the product purchasing decision Dr. Ricks Denim, and to find out the effect of brand image on purchasing decisions Dr. Ricks Denim. The research method used in this research is descriptive quantitative research, with a consumer population Dr. Ricks Denim whose numbers are not known with certainty. And the study sample was 200 respondents. The data analysis method used is simple regression and hypothesis testing. The results of the research obtained are Dr. Ricks Denim has a good brand image. Consumer purchasing decisions against Dr. Rick Denim is considered moderate. The relationship of variable brand image with the variable purchase decision based on the results of the correlation coefficient test, has a strong relationship between brand image and product purchasing decisions Dr. Rick Denim. Purchasing decision variables are influenced by brand image variables positively, so that the hypothesis proposed by the author, Ho is rejected and Hi is accepted. This means that the brand image influences the purchasing decision of Dr. Ricks Denim.

Keywords: Brand Image and Purchasing Decision

Abstrak. Tujuan penelitian adalah untuk mengetahui bagaimana brand image dan keputusan pembelian    Dr. Ricks Denim, bagaimana hubungan brand image dengan keputusan pembelian produk Dr. Ricks Denim, dan untuk mengetahui  pengaruh  brand image  terhadap keputusan pembelian  Dr. Ricks Denim. Metode penelitian yang digunakan dalam penelitian ini adalah penelitian kuantitatif deskriptif, dengan populasi konsumen Dr. Ricks Denim yang jumlahnya tidak diketahui secara pasti. Dan sampel penelitian sebanyak 200 responden. Metode analisa data yang digunakan adalah regresi sederhana dan pengujian hipotesis. Hasil penelitian yang diperoleh adalah Produk Dr. Ricks Denim sudah memeiliki brand image yang baik. Keputusan pembelian konsumen terhadap produk Dr. Rick Denim dinilai sedang. Hubungan variabel Brand image dengan  variabel keputusan pembelian berdasarkan hasil uji koefisien korelasi, memiliki hubungan yang kuat antara brand image dan keputusan pembelian produk Dr. Rick Denim. Variabel keputusan pembelian dipengaruhi oleh variabel brand image secara positif, Sehingga hipotesis yang diajukan oleh penulis yaitu Ho ditolak dan Hi diterima. Hal ini berarti, brand image berpengaruh  terhadap keputusan pembelian produk Dr. Ricks Denim.

Kata Kunci: Brand Image dan Keputusan Pembelian