Purnama, Wulan (2014) PENGARUH BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE BLACKBERRY. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Banyaknya merek-merek smartphone yang ditawarkan dengan berbagai keunggulan dan kelebihan yang kemudian menyebabkan persaingan produk sejenis semakin ketat. Para produsen dituntut untuk lebih kreatif dalam menciptakan produknya. Ini terlihat dari kondisi pemasaran yang tidak hanya mengandalkan kemampuan produk tetapi sudah mempengaruhi persepsi penggunanya. Dilihat dari keputusan pembelian pengguna smartphone BlackBerry Outlet Erafone BEC Bandung, banyak faktor yang mempengaruhi konsumen untuk melakukan pembelian, diantaranya : pemilihan produk, pemilihan merek, pemilihan saluran pembelian, penentuan jumlah pembeli, penentuan waktu pembelian, dan penentuan metode pembayaran. Sebagai upaya meningkatkan keputusan pembelian konsumen, BlackBerry terus berupaya meningkatkan brand trust (kepercayaan terhadap merek) yang dimensinya terdiri dari brand reliability dan brand intentions. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan populasi berjumlah 1200 orang responden dan sampel dengan jumlah 100 responden. Teknik analisis yang digunakan adalah koefisien korelasi pearson dan analisis regresi sederhana. Penelitian ini bertujuan untuk mengetahui gambaran brand trust yang dimiliki pengguna smartphone BlackBerry, mengetahui gambaran keputusan pembelian yang dilakukan pengguna smartphone BlackBerry dan sejauh mana pengaruh brand trust terhadap keputusan pembelian pengguna smartphone BlackBerry di Outlet Erafone BEC Bandung. Aspek yang diteliti meliputi dua hal yaitu brand trust dan keputusan pembelian smartphone BlackBerry. Hasil penelitian menunjukan bahwa brand trust dan keputusan pembelian konsumen outlet Erafone BEC Bandung pengguna smartphone BlackBerry berada pada kategori cukup baik. Hasil perhitungan korelasi sebesar 0,663 artinya terdapat hubungan yang kuat antara brand trust dengan keputusan pembelian smartphone BlackBerry. Hasil perhitungan analisis regresi sederhana didapat pengaruh sebesar 0,795 dan KD= 43,9% sedangkan sisanya 56,1% dipengaruhi oleh faktor yang tidak diteliti. Saran yang diberikan sebaiknya perusahaan dapat merencanakan strategi pemasaran yang bertujuan untuk meningkatkan brand trust agar dapat mempengaruhi dan merubah persepsi konsumen untuk tetap percaya dan membeli produk BlackBerry karena brand trust memiliki pengaruh terhadap keputusan pembelian. Kata Kunci : Brand Trust, Keputusan Pembelian The more various smartphone type from many brands with their own specialty creates the more intense competition between them. The company has to be very creative in creating their products. This is showed by the marketing condition that not only lean towards the product capability but also towards the user perception. According to the purchasing decision of blackberry smartphone user from Erafone Outlet BEC Bandung, there are many factor that influence the consumer to purchase a product, like product selection, brand selection, distributor selection, buyer selection, time of purchase selection and payment methods selection. In order to increase the purchasing decision of consumers, BlackBerry always trying to increase their brand trust derived from brand reliability and brand intentions. This study employs the descriptive and verificative methods with the population of 1200 and sample of 100 respondents. The analytical technique used by this study are pearson product moment correlative coefficient and simple regression analysis. The objective of this study is to describe the brand trust execution BlackBerry smartphone users, to know the description of the purchase decision made BlackBerry smartphone users and the extent to which the effect of brand trust on purchase decisions BlackBerry smartphone users Outlet Erafone BEC Bandung. There are two aspects of this study, the brand trust and the purchasing decision of BlackBerry smartphone. The result shows that the brand trust and purchasing decision BlackBerry smartphone users Outlet Erafone BEC Bandung are at the fairly good category. The correlation calculation is 0.663 means that there is strong relationship between brand trust and purchasing decision of blackberry smartphone. The results of calculation of simple regression analysis of the effect obtained 0.795 dan KD= 43,9% while the remaining of 56,1% were influenced by another factor undefined. The suggestion for the company is that they should be able to plan a marketing strategy that aims to increase brand trust in order to influence and change the perception of consumers to continue to believe and buy BlackBerry products as brand trust has an influence on purchasing decisions. Keywords : Brand Trust, Purchasing Decision
| Item Type: | Thesis (S1) |
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| 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: | 07 Apr 2014 06:38 |
| Last Modified: | 07 Apr 2014 06:38 |
| URI: | http://repository.upi.edu/id/eprint/7239 |
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