PENGARUH BRAND AWARENESS DAN PERCEIVED QUALITY TERHADAP KEPUTUSAN PEMBELIAN PRODUK BRAND FASHION LOKAL SLASHROCK GEAR DI KOTA DENPASAR
Keywords:
Brand Awareness, Perceived Quality, Purchase DecisionAbstract
Purchase decision is the thought process that leads a consumer from identifying a need, generating options, and choosing a specific product and brand. This study aims to analyse the effect of brand awareness and perceived quality on purchase decision of local fashion brand Slashrock Gear in Denpasar. This research was conducted on all consumers of Slashrock Gear in Denpasar. The sampling method used a purposive sampling, with a sample size of 75 consumers. Data analysis used is multiple linear regression analysis. The results showed that brand awareness and perceived quality has a positive and significant impact on purchase decision of local fashion brand Slashrock Gear in Denpasar. The upcoming study can utilize another independent variables, such a promotion, price, or other variables which has impact on purchase decision theoretically
References
Ambolau, Muhammad Arie Permana., Kusumawati, Andriani, Marwadi, Muhammad Kholid. 2015. The Influence of Brand Awareness and Brand Image on Purchase Decision (Study on Aqua Consumers in Administrative Science Faculty Brawijaya University Class of 2013). Jurnal Administrasi Bisnis. Vol.2 No.2, pp 1-8.
Arthana, W. Yudhi and Rukhviyanti, Novi. 2015. Pengaruh Minat Individu terhadap Penggunaan Mobile Banking (M-Banking) : Model Kombinasi Technology Acceptance Model (TAM) dan Theory of Planned Behavior. Jurnal Informasi. Vol. 7 No. 1, hal. 25-45.
Cahyani, Nidia Sri., Lapian, Joyce, and Tumiwa, Johan. 2017. The Effect of Brand Image, Perceived Price, and Perceived Quality on Consumers’
Communication terhadap Keputusan Pembelian Produk SPA Bali Alus. E- Jurnal Manajemen. Vol. 6 No. 10,
hal. 5580-5606.
Farisah, 2015. Pengaruh Perceived Quality terhadap Keputusan Pembelian Pena Merek H1-TEC-C (Studi Kasus pada Mahasiswa Jurusan Administrasi Bisnis Program D-III Politeknik Negeri Sriwijaya). Tesis. Politeknik Negeri Sriwijaya. Palembang.
Febrian, Sally Meuthia. 2018. Pengaruh Brand Awareness terhadap Keputusan Pembelian Produk Zara (Studi pada Konsumen Zara Sun Plaza Medan). Skripsi. Fakultas Ilmu Sosial dan Politik. Universitas Sumatera Utara. Medan.
Febrian, Sally Meuthia. 2018. Pengaruh Brand Awareness terhadap Keputusan Pembelian Produk Zara (Studi pada Konsumen Zara Sun Plaza Medan). Skripsi. Fakultas Ilmu Sosial dan Politik. Universitas Sumatera Utara. Medan.
Handayani, Desy., Hermawan, Kertajaya., Andrizal, Anthony Darmaja., Nasution, Ryan Fachry., Ridwansyah, Ardhi. 2010. Brand Operation. Jakarta : Esensi Erlangga Group.
Keller, Kevin. 2013. Strategic Brand Management : Building, Measuring, and Managing Brand Equity. London
: Pearson Education Limitied.
Kertajaya, Hermawan dan Setiawan, Iwan. 2014. WOW Marketing. Jakarta : PT Gramedia.
Kotler dan Keller. 2012. Manajemen Pemasaran, Edisi 12. Jakarta : Erlangga.
Kotler, Phillip dan Armstrong, Gary. 2012. Prinsip-Prinsip Pemasaran. Jakarta : Bumi Aksara.
Maulansyah, Muhammad Rizky. 2019. Pengaruh Media Sosial sebagai Media Promosi dan Brand Awareness terhadap Keputusan Pembelian IndiHome di Bandung. Skripsi. Universitas Telkom. Bandung.
Maulansyah, Muhammad Rizky. 2019. Pengaruh Media Sosial sebagai Media Promosi dan Brand Awareness terhadap Keputusan Pembelian IndiHome di Bandung. Skripsi. Universitas Telkom. Bandung.
Puspitasari, Dyah Ayu dan Indriani, Farida. 2018. Analisis Pengaruh Perceived Quality, Perceived Value, dan Perceived Risk terhadap Keputusan Pembelian Online. Diponegoro
Schiffman, Leon G. dan Kanuk, Leslie Lazer. 2010. Consumer Behavior. New Jersey : Pearson Prentice Hall.
Sugiyono. 2018. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alfabeta.
Tjiptono, Fandi. 2015. Strategi Pemasaran.
Yogyakarta : Andi Offset.
Yuliana, Yayuk dan Putra, Mardi Giwa. 2018. Pengaruh Perceived Quality dan Brand Loyalty terhadap Keputusan Pembelian SIM Card. E- Proceeding Umnaw. Vol. 4 No. 3,
