Pengaruh Brand Awareness, Brand Loyalty, Dan Lini Produk Terhadap Keputusan Pembelian Merchandise Enhypen Di Toko Kpopconnection Jakarta Selatan

Authors

  • Lucyana Dewi Institut Ilmu Sosial dan Manajemen STIAMI
  • Rame Soekarsono Institut Ilmu Sosial dan Manajemen STIAMI

DOI:

https://doi.org/10.31334/jambis.v2i6.2800

Keywords:

Brand Awareness, Brand Loyalty, Product Line, Purchase Decisions

Abstract

The greater the influence of K-wave in Indonesia, the greater the demand for products originating from South Korea. One such demand is on merchandise of K-pop idol groups. This study aims to determine and analyze the effect of brand awareness, brand loyalty, and product lines on purchase decisions both partially and simultaneously. The research method used was a quantitative method with data collection techniques in the form of questionnaire distribution. The population in this study were consumers who made purchases at the KpopConnection store in South Jakarta. The research sample consisted of 120 respondents who were selected using a non-probability sampling technique, i.e. incidental sampling, with the Slovin formula. The data obtained were then analyzed using linear regression technique with the help of SPSS version 25. The results of this study indicate that partially brand awareness affects purchase decisions by 59.8%, brand loyalty affects purchase decisions by 67.8%, and product lines affect purchase decisions by 59.5%; simultaneously brand awareness, brand loyalty, and product lines influence purchase decisions by 75.1%, with the remaining percentage being the influence of other factors outside this study.

References

Ali,Hapzi. “Building Repurchase Intention And Purchase Decision: Brand Awareness And Brand Loyalty Analysis (Case Study Private Label Product In Alfamidi Tangerang).†Saudi Journal of Humanities and Social Sciences, 4(9) 2019.

Duli, Nikolaus. Metode Penelitian Kuantitatif : Beberapa Konsep Dasar Penelitian Untuk Penulisan Skripsi & Analisis Data Dengan SPSS. Yogyakarta: CV. Budi Utama, 2019.

Firmansyah, Anang. Perilaku Konsumen (Sikap dan Pemasaran). Yogyakarta: Deepublish, 2018.

Pemasaran Produk Dan Merek (Planning & Strategy). Surabaya: CV. Penerbit Qiara Media, 2019.

Indrasari, Meithiana. Pemasaran Dan Kepuasan Pelanggan. Surabaya: Unitomo Press, 2019.

Khoziyah, Siti., dan Elysa Lubis, Evawani. “Pengaruh Digital Maketing Terhadap Keputusan Pembelian Followers Online Shop Instagram @KpopConnection.†Jurnal Ilmu Komunikasi, 10(1) 2021.

Nancy Angeline. “Dicap Alay hingga Jadi Tren, Begini Perkembangan K-Pop dari Masa ke Masa†www.detikhot.com. 17 Maret 2022. https://hot.detik.com/kpop/d-4392910/dicap-alay-hingga-jadi-tren-begini-perkembangan-k-pop-dari-masa-ke-masa

Nasib., dan Bashira. “Pengaruh Brand Awareness dan Loyalitas Merek terhadap Keputusan Pembelian Sepeda Motor Yamaha Matic.†Jurnal Manajemen Dan Keuangan, 8(1) 2019.

Noor, Zulki Zulkifli. Metodologi Penelitian Kualitatif dan Kuantitatif. Yogyakarta: Deepublish, 2015.

Downloads

Published

2023-01-03

Issue

Vol. 2 No. 6: Desember 2022

Section

Articles

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.