i Pengaruh Brand Image Terhadap Intensi Membeli Produk IPhone pada
Siswa-Siswi SMA
Siti Melisa Harahap dan Fahmi
ABSTRAK
Intensi membeli adalah prediksi yang meliputi kapan, dimana, dan bagaimana konsumen bertindak terhadap suatu merek (Howard dan Sheth, 2002).
Merek yang menimbulkan kesan dalam benak pelanggan disebut dengan brand image (Kotler dan Keller, 2007). Ketika membangun brand image, perusahaan harus membangun brand image yang positif. Sebab semakin positif sikap seorang konsumen terhadap suatu merek, semakin tinggi pula intensi membeli konsumen terjadi (Seock, 2003). Penelitian ini bertujuan untuk mengetahui pengaruh brand image terhadap intensi membeli produk iPhone pada siswa-siswi SMA. Partisipan yang dilibatkan dalam penelitian ini berjumlah 180 orang siswa-siswi SMA dan dipilih melalui incidental sampling. Pengumpulan data dilakukan dengan menggunakan skala brand image dan skala intensi membeli. Data penelitian dianalisa menggunakan metode analisa regresi dan hasil penelitian menunjukkan bahwa brand image berpengaruh positif terhadap intensi membeli produk iPhone
(R Square = 0,493; F = 172,917; p = 0,000). Hasil penelitian ini diharapkan dapat menjadi informasi tambahan bagi perusahaan mengenai brand image iPhone
dimata siswa-siswi SMA.
Kata Kunci : brand image, intensi membeli, IPhone, Siswa-siswi SMA
ii The Effect of Brand Image on The Intention to Buy The IPhone Product of
High School Students
Siti Melisa Harahap and Fahmi
ABSTRACT
Intention to buy is a prediction that includes when, where, and how consumers react to a brand (Howard and Sheth, 2002). Brands that create the impression in the minds of customers referred to by the brand image (Kotler and Keller, 2007). When building a brand image, the company must build a positive brand image. Because more positive attitude of consumers toward a brand, the higher the consumer buying intention happen (Seock, 2003). This study aims to determine the effect of brand image on the intention to buy the iPhone product of high school students. Participants who included in this study amounted to 180 high school students and selected by incidental sampling. Data were collected by using a scale brand image and purchase intention scale. Data were analyzed using regression analysis method and the results showed that the positive effect on the brand image of the intention to buy the iPhone product (R Square = 0,493; F = 172,917; p = 0,000). The results of this research may be additional information for companies regarding iphone brand image in the eyes of high school students.
Key word: brand image, intention to buy, iPhone, high school students
