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ABSTRAK
Regita Francisca, 210110110300, 2011, Program Studi Manajemen
Komunikasi, Fakultas Ilmu Komunikasi, Universitas Padjadjaran. Judul Penelitian
yaitu “Pengaruh Citra Merek Toyota terhadap Keputusan Pembelian Produk
Agya.” Pembimbing utama Dr. Asep
Suryana, M.Si. dan pembimbing
pendamping Nindi Aristi, S.Sos., M.Si.
Tujuan penelitian ini adalah untuk mengetahui seberapa besar seberapa
besar pengaruh citra merek Toyota terhadap keputusan pembelian produk Agya
melalui Auto 2000 Bandung Suci.
Metode yang digunakan adalah studi kausalitas. Teknik pengumpulan data
primer penelitian dilakukan dengan menggunakan kuesioner yang disebarkan
kepada responden pembeli mobil Toyota Agya pada Auto 2000 Bandung Suci
yang berjumlah 76 responden dengan teknik pengambilan sampel yaitu teknik
acak sederhana
(simple random sampling
).
Hasil penelitian menunjukkan bahwa secara simultan sub variabel
brand
awareness, brand knowledge, liking brand, brand preference,
dan
brand
conviction
dari variabel citra merek berpengaruh secara signifikan terhadap
keputusan pembelian. Namun secara parsial hanya sub variabel
brand preference
dan
brand conviction
yang berpengaruh langsung secara signifikan terhadap
keputusan pembelian, sedangkan sub variabel
brand awareness, brand knowledge
dan
liking brand
tidak memberikan pengaruh yang signifikan terhadap keputusan
pembelian.
SUMMARY
Regita Francisca, 210110110300, 2011, Communications Management
Courses, Faculty of Communication, University of Padjadjaran. The toitle of this
research is "Influence of Brand Image on Purchase Decision of Toyota Agya
Product". The main supervisor Dr. Asep Suryana, M.Si. and supervising
companion Nindi Aristi, S. Sos., M.Si.
The purpose of this research was to determine how much the brand image
of Toyota Agya influence on purchasing decisions of Agya product through Auto
2000 Bandung Suci.
This research used causality method. The primary data collection
techniques done by using questioner that distributed to respondents as car buyers
Toyota Agya in Auto 2000 Bandung Suci as much as 76 respondents with simple
random sampling (simple random sampling) as sampling technique.
The results showed that simultaneous that sub variable of brand
awareness, brand knowledge, liking the brand, brand preference and brand
conviction of brand image variables significantly influenced purchasing
decisions. But partially only brand preference and brand conviction sub variable
that affected significantly on purchasing decisions directly, meanwhile the
variable sub brand awareness, brand knowledge and brand liking did not have a
significant influence on purchasing decisions.
Keyword:
influence,
brand
image,
purchase
decision,
causality,
