Rivaldo Dwi Martyanto, - (2021) DAMPAK CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN HAND SANITIZER “NUVO” DI MASA PANDEMI COVID-19 (Survei pada Konsumen Hand Sanitizer Nuvo di Toko xyz). S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
COVID-19 virus mematikan yang mewabah di seluruh dunia termasuk Indonesia sejak maret 2020 dinyatakan sebagai pandemi oleh World Health Organization (WHO). Salah satu pencegahan yang dapat dilakukan adalah dengan selalu mencuci tangan menggunakan air dan sabun atau menggunakan cairan antiseptik (hand sanitizer). Produsen hand sanitizer berlomba memasarkan produk terbaiknya di pasaran selama pandemi COVID-19, persaingan antar merek hand sanitizer membuat produsen harus memiliki citra merek yang baik agar menjadi pilihan konsumen. Penelitian ini bertujuan untuk mengetahui persepsi konsumen mengenai citra merek hand sanitizer Nuvo, mengetahui gambaran mengenai keputusan pembelian hand sanitizer Nuvo selama pandemi COVID-19 dan mengetahui pengaruh citra merek terhadap keputusan pembelian hand sanitizer Nuvo dengan responden nya adalah konsumen Toko xyz yang membeli produk hand sanitizer nuvo sebanyak 100 responden. Teknik sampling penelitian ini menggunakan metode purposive sampling, dengan kriteria pengunjung Toko xyz, melakukan pembelian hand sanitizer Nuvo dan melakukan pembelian hand sanitizer pada rentan waktu Januari 2021- Juni 2021. Teknik analisis yang digunakan adalah koefisien korelasi pearson product moment dan analisis regresi linear sederhana dengan menggunakan software SPSS 22.0 for windows. Indikator Jaminan dalam variabel independent merupakan indikator paling tinggi dan indikator Identifikasi sosial memiliki perolehan skor paling rendah. Sedangkan dalam variabel dependent, indikator pilihan produk merupakan indikator dengan perolehan skor paling tinggi dan indikator pilihan merek merupakan indikator dengan perolehan skor terendah dibandingkan dengan indikator lainnya. Hasil penelitian menunjukkan citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian. The deadly COVID-19 virus that has been endemic throughout the world including Indonesia since March 2020 has been declared a pandemic by the World Health Organization (WHO). One of the preventions that can be done is to always wash your hands with soap and water or use an antiseptic liquid (hand sanitizer). Hand sanitizer manufacturers are competing to market their best products on the market during the COVID-19 pandemic, competition between hand sanitizer brands makes producers have to have a good brand image in order to become consumers' choice. This study aims to determine consumer perceptions of the Nuvo hand sanitizer brand image, to describe the Nuvo hand sanitizer purchase decision during the COVID-19 pandemic and to determine the effect of brand image on Nuvo hand sanitizer purchasing decisions with the respondents being xyz shop consumers who bought hand sanitizer products. nuvo as many as 100 respondents. The sampling technique used in this study was purposive sampling, with the criteria for visitors to the xyz store, purchasing Nuvo hand sanitizers and purchasing hand sanitizers in the January 2021-June 2021 period. The analysis technique used was the Pearson product moment correlation coefficient and simple linear regression analysis with using SPSS 22.0 software for windows. The guarantee indicator in the independent variable is the highest indicator and the social identification indicator has the lowest score. While in the dependent variable, the product choice indicator is the indicator with the highest score and the brand choice indicator is the indicator with the lowest score compared to other indicators. The results showed that brand image has a positive and significant effect on purchasing decisions.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Brand image, Purchase decision, Hand sanitizer |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Rivaldo Dwi Martyanto |
| Date Deposited: | 28 Dec 2021 05:10 |
| Last Modified: | 28 Dec 2021 05:10 |
| URI: | http://repository.upi.edu/id/eprint/70021 |
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