Pengaruh Kesadaran Merek Dan Citra Merek Terhadap Minat Beli Sepatu Vans Di Summarecon Mall Kota Bekasi
DOI:
https://doi.org/10.31334/jambis.v1i3.1572Abstract
The research method used is quantitative method. The data collecting method used is in the form of questionnaire and literature. The population of this research is the user/buyer of Vans shoes in Summarecon Mall Bekasi City. The sampling technique in this research is non-probability sampling with accidental sampling method. Sample is 100 samples. The data analysis used is double linear regression analysis using the help of IBM Statistics software 24 version. The result of this research shows that the effect of brand awareness has effect on the consumer purchase interest as 34,9%. Meanwhile brand image has effect of 38,1% on Purchase Interest of Vans Shoes. Brand Awareness and Brand Image affect significantly on the Consumer Purchase Interest of Vans Shoes in Summarecon Mall Bekasi City. The variable of brand awareness and brand image affect the variable of purchase interest simultaneously with the value of 0,436 or 43,6% which the 56,3% is explained by other factor that are not studied in this research.
References
Charles W. Lamb , dkk. 2001. Pemasaran, Edisi Pertama. Jakarta:Salemba Empat
Agusty Tae Ferdinand, 2006. Metode Penelitian Manajemen, Edisi II. Semarang: Badan Penerbit Universitas Diponegoro
Buchari, Alma. 2011. Manajemen Pemasaran dan Pemasaran Jasa. Bandung : Alfabeta.
Charles W. Lamb , dkk. 2001. Pemasaran, Edisi Pertama. Jakarta:Salemba Empat
Dharmesta. 2002. Pemasaran. Jakarta: Erlangga
Schiffman & Kanuk. 2007. Perilaku Konsumen di Ahlibahasakan oleh Zulkifli Kasip, Edisi Ketujuh: Jakarta: PT. Indeks
Swasta, Basu. 2002. Manajemen Penjualan. Yogyakarta: Liberty.
Sugiyono.2014. Metode Penelitian Kuantitatif, Kualitatif, dan Kombinasi . Bandung: Alfabeta
Sugiyono. 2013. Metode Penelitian Bisnis (Pendekatan Kuantitatif, Kualitatif dan R&D). Edisi 8. Bandung : Alfabeta
Kotler dan Armstrong, G. 2008. Dasar-Dasar Pemasaran. Edisi 11. Jakarta: Indeks
Effendi, S., & Tukiran, 2012. Metode Penelitian Survei. Edisi Revisi 2012. Jakarta : LP3ES
Intan Tri Jatiningrum â€Pengaruh Event dan Brand Image Terhadap Minat Beli Produk Rokok SAMPOERNA A MILD Pada PT.HM SAMPOERNA AREA MARKETING SURABAYA “E-ISSN 2407-7305. (2016).
Tony Sitinjak dan Tumpal J.R.S “Pengaruh Citra Merek dan Sikap Merek Terhadap Ekuitas Merek†ISSN NO:2502-7689 (2005).
Nuraidiyah Fajriyah,dkk “Pengaruh Brand Awareness dan Perceived Quality dan Brand Image Terhadap Brand Loyalty pada Generasi Y di Indonesia†ISSN:1693-5421.(2016).
Marcin ÅšwitaÅ‚a, Wojciech Gamrot, Beata Reformat, Katarzyna BiliÅ„ska Reformat “The influence of brand awareness and brand image on brand equity – an empirical study of logistics service providers†Journal Economics and Management ISSN 1732-1948.vol 33 (2018)
Patriot Alam Bayu Akbari “Pengaruh Brand Awareness Sepatu Nike Terhadap Keputusan Pembelian Studi Kasus Pada Warga Kota Bandung†(2018.)
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Copyright Notice
Please find the rights and licenses in JAMBIS : Jurnal Administrasi Bisnis. By submitting the article/manuscript of the article, the author(s) agree with this policy. No specific document sign-off is required.
1.License
The non-commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
2.Author(s)' Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3.User Rights
JAMBIS : Jurnal Administrasi Bisnis, spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, JAMBIS : Jurnal Administrasi Bisnis permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and JAMBIS : Jurnal Administrasi Bisnis on distributing works in the journal and other media of publications.
4.Co-Authorship
If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. JAMBIS : Jurnal Administrasi Bisnis will not be held liable for anything that may arise due to the author(s) internal dispute. JAMBIS : Jurnal Administrasi Bisnis will only communicate with the corresponding author.
5.Miscellaneous
JAMBIS : Jurnal Administrasi Bisnis will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. JJAMBIS : Jurnal Administrasi Bisnis editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.
Every accepted manuscript should be accompanied by "Copyright Transfer Agreement" prior to the article publication.
