PENGARUH BRAND IMAGE TERHADAP PURCHASE INTENTION: Survei Pada Konsumen Anata Salon Cabang Pasirkaliki Bandung

Adnin, Arini (2013) PENGARUH BRAND IMAGE TERHADAP PURCHASE INTENTION: Survei Pada Konsumen Anata Salon Cabang Pasirkaliki Bandung. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Banyaknya orang yang semakin peduli dengan penampilannya menjadi peluang untuk membuka usaha jasa kecantikan di bidang salon. Banyaknya salon yang bermunculan di Indonesia menimbulkan persaingan yang sangat ketat, tetapi hanya salon-salon tertentu yang bisa bertahan untuk sukses dan tumbuh serta berkembang. Karena diperlukannya pengembalian kondisi tubuh yang hilang dalam padatnya aktivitas, maka salon sudah menjadi kebutuhan pokok yang harus dipenuhi sebagai tempat perawatan dan kecantikan tubuh. Saat ini banyak salon atau tempat perawatan dan kecantikan yang menawarkan produk-produk jasanya secara lengkap dengan menggabungkan perawatan rambut dengan perawatan kulit di satu tempat (salon). Dilihat dari purchase intention konsumen Anata salon cabang Pasirkaliki Bandung, banyak faktor yang mempengaruhi konsumen untuk melakukan perawatan rambut, diantaranya ; pelayanan, fasilitas, harga, kelengkapan alat-alat yang dipakai, kenyamanan tempat, kualitas bahan yang digunakan, kualitas hasil perawatan, dan prestisi Anata salon. Sebagai upaya meningkatkan purchase intention konsumen, Anata salon cabang Pasirkaliki Bandung terus berupaya meningkatkan brand image yang dimensinya terdiri dari cognitive, functional, emotional dan symbolic. Tujuan penelitian ini adalah untuk mengetahui gambaran dan sejauh mana brand image berpengaruh terhadap purchase intention konsumen Anata salon. Jenis penelitian yang digunakan adalah penelitian deskriptif dan verifikatif. Teknik pengambilan sampel yang digunakan adalah random sampling. Populasi penelitian merupakan konsumen yang melakukan perawatan rambut di Anata salon cabang Pasirkaliki Bandung yang berjumlah 2289 orang, dan dengan menggunakan rumus sampel, diperoleh jumlah sampel sebanyak 100 responden. Teknik analisis menggunakan koefisien korelasi pearson product moment, dan analisis regresi linier sederhana. Hasil perhitungan regresi sederhana didapat persamaan Ŷ = -1950 + 0.5260 X dengan R-square sebesar 64,8% menunjukan bahwa brand image berpengaruh sebesar 64,8%, terhadap purchase intention sedangkan sisanya 35,2% dipengaruhi oleh faktor-faktor lain. Ini mengindikasikan bahwa meningkatkan brand image dapat dijadikan cara yang efektif untuk meningkatkan purchase intention. Kata Kunci : Brand Image, Purchase Intention There are many people who concerned with their appearance , mosly this opportunity is taken to open a beauty salon services business. The high population of salons that pop up in Indonesia inflict a very tight competition. Although a lot of salons are popping up, there is only certain salons which can raise and grow succesfully. Since people need a place to restore their energy that has lost during daily activity, salon has become a basic need that must be met as a place for not only beauty but also body treatments. Nowadays there are many salons that offer a complete services in one place including hair and skin care. From Anata Salon’s Pasirkaliki Branch consumer’s purchase intention point of view of, there is many factor that affect them to do a hair care, these factors including services, facilities, rates, completeness of the tools, comfort, the quality of materials used, quality of care service, and Anata Salon’s prestigious effect . As an effort to increase consumer’s purchase intention, Anata Salon Pasirkaliki Bandung branch continues to improve their brand image which consists of three dimensions, cognitive, functional, emotional and symbolic. The purpose of this study is to describe the brand image and to learn how far a brand image influences Anata Salon consumer’s purchase intention. The type of research used is descriptive study and verification. The sampling technique used is random sampling. The population studied are consumers who do hair care at Anata Salon Bandung Pasirkaliki Branch with a total of 2289 consumers, and by using a samples formula, obtained a sample of 100 respondents. The Pearson product moment correlation coefficient and simple linear regression analysis is used as an analysis technic. The result of processed questionnaires data showed that brand image and purchase intention are in the high category. With a simple regretion calculaion, obtained an equation Y = -1950 + 0.5260 X with R-square of 64.8% indicates that the effect of brand image by 64.8% to purchase intention while the remaining 35.2% is influenced by other factors. This indicates that increases brand image can be used as an effective way to increase purchase intention. Keywords: Brand Image, Purchase Intention

Item Type: Skripsi Tesis Atau Disertasi (S1)
Subjects: Universitas Pendidikan Indonesia > Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: DAM STAF Editor
Date Deposited: 12 Nov 2013 07:25
Last Modified: 12 Nov 2013 07:25
URI: http://repository.upi.edu/id/eprint/3065

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