Pengaruh Brand Awareness dan Brand Image terhadap Keputusan Pembelian Tas Merek Charles and Keith pada Konsumen di Kecamatan Medan Johor

Febby Yohana Lubis; Patar Marbun; Ida Royani; Muhammad Yamin Siregar

doi:10.31004/riggs.v4i2.1048

Authors

Febby Yohana Lubis Universitas Medan Area
Patar Marbun Universitas Medan Area
Ida Royani Universitas Medan Area
Muhammad Yamin Siregar Universitas Medan Area

DOI:

https://doi.org/10.31004/riggs.v4i2.1048

Keywords:

Brand Awareness, Brand Image, Purchase Decision

Abstract

This study is motivated by the rapidly evolving fashion industry and the critical need to understand consumer behavior in choosing branded bags such as Charles & Keith, highlighting the urgent need to identify key determinants of purchase decisions including brand awareness and brand image. The tested hypothesis posits that both variables jointly and individually influence purchase decisions. Employing a quantitative approach with multiple linear regression analysis, the study surveyed 50 respondents selected through purposive sampling from Charles & Keith bag consumers in Medan Johor District. The hypothesis testing revealed that brand awareness has no significant effect (t = –0,111; p = 0.912), whereas brand image exerts a positive and significant influence (t = 3.559; p = 0.001), indicating that perceptions of quality, design, and brand reputation are the primary drivers of consumer purchase decisions. These findings underscore the importance of enhancing brand image in marketing strategies. Therefore, producers and business owners should focus on improving product quality, aesthetics, and communication to strengthen brand image among consumers.

Downloads

Download data is not yet available.

References

Aarker, D. (2014). 20 Prinsip Esensial Mengelola dan Mengembangkan Brand. Jakarta: PT Gramedia Pustaka Utama

Arianty, N. & Andira, A. (2021). Pengaruh Brand Image dan Brand Awarenss terhadap Keputusan Pembelian. Jurnal Ilmiah Magister Manajemen, 4(1).

Ekawati, S. & Aryadirda, Y. (2015). Pengaruh Brand Image, Brand Awareness, dan Kualitas Produk terhadap keputusan Pembelian Produk Planet Popcorn pada Mahasiswa Fakultas Ekonomi Universitas Tarumanegara Jakarta. Jurnal Ekonomi, 20(3). https://doi.org/10.24912/je.v20i3.308

Ghozali, I. (2011). Aplikasi Analisis Multivariate dengan Program IBM SPSS 19. Semarang: Balai Penerbit Universitas Diponegoro.

Hutter, K., Hautz, J., Dennhardt, S., & Fuller, J. (2013). The Impact of User Interactions in Social Media on Brand Awareness and Purchase Intention: The case of MINI on Facebook. Journal of Product and Brand Management, 22(5), 342-351. https://doi.org/10.1108/JPBM-05-2013-0299

Kotler, P., & Armstrong, G. (2011). Principles of Marketing 14th Ed. Prentice Hall,

Kotler, P., & Keller, K.L. (2016). Manajemen Pemasaran 15th Ed. Jakarta: Erlangga.

Primadasari, A. & Sudarwanto, T. Pengaruh brand awareness, brand image, dan kualitas produk terhadap keputusan pembelian. Forum Ekonomi, 23(3), 413-420.

Rahman, A. (2010). Strategi Dahsyat Marketing Mix. Jakarta: Transmedia.

Rangkuti, F. (2009). Strategi Promosi yang Kreatif dan Analisis Kasus Integrated Marketing Communication. Jakarta: PT Gramedia Pustaka Utama

Simamora, B. (2008). Riset Pemasaran. Jakarta: PT Gramedia Pustaka Umum

Situmorang, S.H. & Lutfi, M. (2014). Analisis Data untuk Riset Manajemen dan Bisnis Edisi 2. Medan: USU Press.

Sugiyono. (2012). Statistik untuk Penelitian. Bandung: Alfabeta

Suharsimi, A. (2016). Prosedur Penelitian Suatu Pendekatan Praktik. Jakarta: PT Rineka Cipta.

Susanto, B., & Wijanarko, H. (2004). Power Branding Membangun Merek Unggul dan Organisasi Pendukungnya. Jakarta: Quantum Mirza.

Tjiptono, F. (2016). Strategi Pemasaran. Yogyakarta: Andi Offset.

Umar, H. (2016). Metode Riset Bisnis. Jakarta: PT Gramedia Pustaka Utama.