Pengaruh Harga, Asosiasi Merek dan Kredibilitas Merek Terhadap Niat Beli Pada Air Minum Dalam Kemasan (AMDK) Merek AQUA di Jakarta Utara / Kevin Suryadi / 28150226 / Pembimbing: Dergibson Siagian

Suryadi, Kevin (2019) Pengaruh Harga, Asosiasi Merek dan Kredibilitas Merek Terhadap Niat Beli Pada Air Minum Dalam Kemasan (AMDK) Merek AQUA di Jakarta Utara / Kevin Suryadi / 28150226 / Pembimbing: Dergibson Siagian. Institut Bisnis dan Informatika Kwik Kian Gie, Jakarta.

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Abstract

Air bersih layak konsumsi merupakan suatu kebutuhan yang harus dipenuhi oleh manusia, salah satu bentuk dari air bersih layak konsumsi adalah Air Minum Dalam Kemasan (AMDK). Industri AMDK yang dinilai terus bertumbuh setiap tahunnya mendorong persaingan usaha semakin ketat, banyak pesaing baru yang terus bermunculan di pasar. AQUA yang merupakan pelopor Air Minum Dalam Kemasan (AMDK) merupakan salah satu merek AMDK yang sudah dikenal masyarakat, namun berbagai isu, kasus dan persaingan membuat AQUA sulit untuk mempertahankan pangsa pasar yang dimilikinya. Melakukan penetapan harga yang sesuai, menciptakan asosiasi merek yang baik di benak konsumen dan meningkatkan kredibilitas merek yang dimiliki merupakan salah satu strategi pemasaran yang dapat digunakan dan diterpakan untuk mempengaruhi niat beli. Oleh karena itu, penulis tertarik untuk melakukan penelitian mengenai Pengaruh Harga, Asosiasi Merek dan Kredibilitas Merek Terhadap Niat Beli Pada Air Minum Dalam Kemasan (AMDK) Merek AQUA di Jakarta Utara. Teori yang digunakan untuk mendukung penelitian ini adalah definisi dari Niat Beli, Harga, Asosiasi Merek dan Kredibilitas Merek beserta pengukuran – pengukurannya. Kemudian didukung oleh teori mengenai hubungan antara Harga dengan Niat Beli, Asosiasi Merek dengan Niat Beli dan Kredibilitas Merek dengan Niat Beli. Objek penelitian ini adalah Air Minum Dalam Kemasan (AMDK) Merek AQUA. Metode pengumpulan data dalam penelitian ini adalah dengan menyebarkan kuesioner secara online melalui google form, dengan teknik pengambilan sampel yang digunakan yaitu non – probability sampling dengan pendekatan judgement sampling. Teknik analisis data yang digunakan untuk pengujian model dan pengolahan data adalah model persamaan struktural (Structural Equation Modelling) menggunakan WarpPLS 5.0 dan SPSS 20.0. Output yang dihasilkan oleh WarpPLS 5.0 yaitu harga berpengaruh positif dan signifikan terhadap niat beli, asosiasi merek berpengaruh positif dan signifikan terhadap niat beli dan kredibilitas merek tidak berpengaruh positif signifikan terhadap niat beli. Dengan hasil tersebut maka dapat dinyatakan bahwa jika kesesuaian harga dan asosiasi merek semakin baik maka dapat meningkatkan niat beli, tetapi jika kredibilitas merek yang semakin baik maka tidak dapat mempengaruhi niat beli. Kesimpulan dari peneilitan ini adalah hipotesis pertama (Kesesuaian harga berpengaruh positif terhadap niat beli pada air minum dalam kemasan (AMDK) merek AQUA) dan hipotesis kedua (Asosiasi merek berpengaruh positif terhadap niat beli pada air minum dalam kemasan (AMDK) merek AQUA) terbukti memiliki pengaruh yang positif dan siginifikan, sedangkan hipotesis ketiga (Kredibilitas merek berpengaruh positif terhadap niat beli pada air minum dalam kemasan (AMDK) merek AQUA) tidak memiliki pengaruh positif signifikan. Kata Kunci: Niat Beli, Harga, Asosiasi Merek, Kredibilitas Merek ABSTRACT Kevin Suryadi / 28150226 / 2019 / Effect of Price, Brand Association and Brand Credibility on Purchase Intention of Drinking Water in AQUA Brand Packaging in North Jakarta / Advisor: Ir. Dergibson Siagian, M.M. Clean consumeable drinking water is a need that must be fulfilled by humans, one form of clean consumeable drinking water is packed drinking water. The packed drinking water industry, which is considered to continue to grow every year, is pushing business competition tougher, many new competitors continue to appear on the market. AQUA which is the pioneer of packed drinking water, has become one of the brands which is well-known to the public, but various issues, cases and competition make AQUA difficult to maintain its market share. Conducting appropriate pricing, creating good brand associations in the minds of consumers and increasing the brand credibility that is owned is one of the marketing strategies that can be used and applied to influence consumers' purchase intention. Therefore, the authors are interested in conducting research on the Effect of Prices, Brand Associations and Brand Credibility on Purchase Intention of Drinking Water in AQUA Brand Packaging in North Jakarta. The theory that is used to support this research is the definition of Purchase Intention, Price, Brand Association and Brand Credibility along with its measurements. Then it is supported by a theory regarding the relationship between Price and Purchase Intention, Brand Association with Purchase Intention and Brand Credibility with Purchase Intention. The object of this research is Drinking Water in AQUA Brand Packaging. The method of data collection in this study is to distribute questionnaires by online through google form, with the sampling technique used is non-probability sampling with a judgment sampling approach. The data analysis technique used for model testing and data processing is a structural equation model (Structural Equation Modeling) using WarpPLS 5.0 and SPSS 20.0. The output produced by WarpPLS 5.0, are price has a positive and significant effect on purchase intention, brand association has a positive and significant effect on purchase intention and brand credibility does not have a significant positive effect on purchase intention. With these results, it can be stated that if the price suitability and brand association is getting better, it can increase purchase intention, but if the more better the brand credibility, it cannot affect purchase intention. The conclusion of this research is the first hypothesis (Price suitability has a positive effect on purchase intention of Drinking Water in AQUA Brand Packaging) and the second hypothesis (Brand associations have a positive effect on purchase intention of Drinking Water in AQUA Brand Packaging) proven to have a positive and significant effect, while the third hypothesis (Brand credibility has a positive effect on purchase intention of Drinking Water in AQUA brand packaging) does not have a significant positive effect. Keywords: Purchase Intention, Price, Brand Association, Brand Credibility

Item Type: Other
Uncontrolled Keywords: Pemasaran-Merek Dagang; Harga
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Depositing User: bambang bonk jatmiko
Date Deposited: 26 Jun 2020 02:55
Last Modified: 26 Jun 2020 02:55
URI: http://eprints.kwikkiangie.ac.id/id/eprint/280

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