PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PAKET HONEYMOON DI SWISS BELRESORT DAGO HERITAGE

Aghniya Ul Munawwaroh, - (2022) PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PAKET HONEYMOON DI SWISS BELRESORT DAGO HERITAGE. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Tujuan dari penelitian ini adalah untuk menganalisis seberapa besar pengaruh brand image terhadap keputusan pembelian. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik survey. Pengumpulan data dilakukan dengan cara menyebarkan kuesioner kepada responden dengan jumlah sampel sebanyak 98. Lalu, teknik analisis yang digunakan dalam penelitian adalah teknik analisis regresi linear berganda. Hasil dari penelitian ini adalah berdasarkan uji R2 didapatkan bahwa brand image secara simultan memiliki pengaruh terhadap keputusan pembelian yaitu sebesar 70,3% sedangkan sisanya 29,7% dipengaruhi oleh variabel lain di luar dari penelitian ini. Hasil untuk keputusan pembelian dalam penelitian ini pula masuk ke dalam kategori baik, dengan indikator keputusan pembelian yang mendapatkan persentase skor tertinggi yaitu indikator penentuan waktu pembelian atau purchase timing dengan persentase skor sebesar 20,91%. Sehingga dapat disimpulkan bahwa berdasarkan penelitian yang dilakukan terdapat pengaruh brand image terhadap keputusan pembelian paket honeymoon di Swiss Belresort Dago Heritage. Kata Kunci: Brand Image, Honeymoon, Keputusan Pembelian, Paket Honeymoon The purpose of this study is to analyze how much influence the brand image has on purchasing decisions. The research method uses a quantitative approach with survey techniques. Data collection was carried out by distributing questionnaires to respondents with a total sample of 98. Then, the analysis technique used in the study is a multiple linear regression analysis technique. The results of this study are based on the R2 test, it was found that the brand image simultaneously had an influence on purchasing decisions, namely 70.3% while the remaining 29.7% was influenced by other variables outside of this study. The results for the purchase decision in this study also fall into the category of good, with the purchase decision indicator that gets the highest percentage score, which is the purchase timing indicator with a percentage score of 20.91%. So it can be concluded that based on research conducted there is an influence of brand image on the purchase decision of honeymoon packages in Swiss Belresort Dago Heritage. Keywords: Brand Image, Honeymoon, Honeymoon Packages, Purchase Decision

Item Type:	Thesis (S1)
Uncontrolled Keywords:	Brand Image, Honeymoon, Keputusan Pembelian, Paket Honeymoon
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Resort & Leisure
Depositing User:	Aghniya Ul Munawwaroh
Date Deposited:	19 Sep 2022 04:08
Last Modified:	19 Sep 2022 04:08
URI:	http://repository.upi.edu/id/eprint/81648

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