Pengaruh Dimensi Ekuitas Terhadap Keputusan Pembelian SIM Card 3 di Kecamatan Padang Utara Kota Padang
DOI:
https://doi.org/10.64620/jurma.v3i1.125Kata Kunci:
Kesadaran merek, asosiasi merek, persepsi kualitas, kesetiaan merek, Keputusan pembelianAbstrak
Tujuan dari studi ini adalah untuk mengetahui bagaimana pengaruh unsur-unsur ekuitas merek: kesadaran merek, asosiasi merek, persepsi kualitas, kesetiaan merek terhadap pilihan pembelian Sim Card 3 di Kecamatan Padang Utara, Padang. Studi ini melibatkan 100 responden. Analisis data dalam penelitin ini dilakukan dengan Analisis Linier Berganda menggunakan program SPSS 19. Hasil studi menunjukkan: 1) Kesadaran merek berdampak yakin terhadap keputusan pembelian produk Sim Card 3 di Kecamatan Padang Utara kota Padang, 2) Asosiasi merek secara positif dan signifikan mempengaruhi pembelian Sim Card 3 di Kecamatan Padang Utara Kota Padang. 3) Persepsi kualitas berdampak baik dan signifikan pada keputusan pembelian Sim Card 3 di daerah kecamatan Padang Utara kota Padang. Dan 4). Loyalitas merek secara positif dan signifikan empengaruhi pembelian Sim Card 3 di Kecamatan Padang Utara Kota Padang. Model yang ditampilkan memperlihatkan bahwa 76,9 persen variasi variabel bebas dapat dijelaskan oleh variable terikat sedangkan 23,1% lainnya dipengaruhi oleh varibel diluar model.
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