Analisis pengaruh brand equity terhadap keputusan pembelian lipstik merek revlon: Studi pada mahasiswi Fakultas Ilmu Sosial dan Ilmu Politik Universitas Islam Negeri Sunan Gunung Djati Bandung

Nurrohmah, Rina Ayu (2017) Analisis pengaruh brand equity terhadap keputusan pembelian lipstik merek revlon: Studi pada mahasiswi Fakultas Ilmu Sosial dan Ilmu Politik Universitas Islam Negeri Sunan Gunung Djati Bandung. Diploma thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Rina Ayu Nurrohmah, The Influence Analysis of Brand Equity on Purchase Decision of Revlon Lipstick (Case Study at Faculty of Social and Political Science in State Islamic University of Sunan Gunung Djati Bandung’s Women Students). This research aims to determine how much influence of Brand Equity consisting of brand awareness, perceived quality, brand associations and brand loyalty to the costumer purchasing decision Revlon lipstick which the samples are FISIP UIN Sunan Gunung Djati Bandung’s women students. In order to know costumer’s respond toward Brand Equity partially and simultaneously to the costumer buying decision. The population of this research are students of FISIP UIN Sunan Gunung Djati Bandung in 2017 amounted to 3330 people and the sample used is 97 people. Sampling method used is simple random sampling. Data were analyzed quantitatively by using validity and reability test, multiple linear regression analysis, t test (partial), f test (simultaneous) and r-square. The result of the research shows that: (1) Brand awareness has positive and significant effect on purchasing decision of Revlon lipstick, proved by regression coefficient equal to 0,915 with t value greater than t table (2,642> 1,986) and significance value 0,010 (sig <0, 05); (2) Brand association has positive and significant effect on purchasing decision of Revlon lipstick, as evidenced by regression coefficient equal to 0,268 with t value greater than t table (4,431> 1,986) and significance value 0,000 (sig <0,05); (3) Perceived quality has positive and significant effect on purchasing decision of Revlon lipstick, proved by regression coefficient equal to 0,188 with t value greater than t table (2,790> 1,986) and significance value 0,006 (sig <0,05); (4) Brand loyalty has positive and significant effect on buying decision of Revlon lipstick, proved by regression coefficient equal to 0,128 with t value greater than t table (2,212> 1,986) and value of significance 0,029 (sig <0,05); (5) Brand awareness, brand association, perceived quality and brand loyalty have an effect simultaneously on the purchase decision of Revlon lipstick, as evidenced by F count> F table (80,668> 2,47) with significance value 0,000 (sig <0,05). From the results of determination coefficient test (R-Square) obtained the results of 0,778 this means all the independent variables (X), brand awareness, brand association, perceived quality and brand loyalty have contributed 77.7% to the dependent variable, purchasing decision of Revlon lipstick. The remaining 22.3% is influenced by other factors that not included in the research.

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