Pengaruh Brand Association, Brand Loyalty, dan Kualitas Produk terhadap Keputusan Pembelian di Zangrandi Surabaya
Abstract
This study used a quantitative research that aims to determine whether the brand association, brand loyalty, and product quality influence on purchase decisions in Zangrandi Surabaya. Variables used in this research were brand association as the first independent variable (X1), brand loyalty as the second independent variable (X2), and product quality as the third independent variable (X3). Dependent variable in this study was the purchase decision (Y). There were 100 respondents selected as a sample using purposive sampling method. Data was collected by using questionnaire spreaded to the customer who consumed at Zangrandi Yos Sudarso. The data was analyzed using multiple linear regression analysis techniques then processed using SPSS 21 software. Based on the data analysis, it can be concluded that brand association variable, brand loyalty variable and the quality of the products variable had partial effect on purchasing decisions, as well as brand association variable, brand loyalty, and product quality collectively influence simultaneously on purchasing decisions.
References
Aaker, David. 2009. Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
Beritajoss. 2014. Pertumbuhan Restoran di Surabaya Terpacu Keberadaan Infrastruktur. Diakses 3 Februari 2015. http://joss.today/read/11428- Sektor-Riil-Pertumbuhan_Restoran_di_Surabaya_Terpacu_Keberadaan_Infrastruktur
Bungin, Burhan. 2011. Metodologi Penelitian Kuantitatif: Komunikasi, Ekonomi, dan Kebijakan Publik Serta Ilmu-Ilmu Sosial Lainnya. Jakarta: Kencana.
Hall, Calvin S., and Lindzey, Gardner. 2010. Teori- Teori Holistik (Organisik Fenomenologis). Yogyakarta: Kanisius.
Isyanto, Puji. Eman, Herligiani. 2012. “Pengaruh Kualitas Produk Pada Keputusan Pembelian Handphone Blackberry Pada Mahasiswa Ekonomi Universitas Singaperbangsa Karawang”. Jurnal Manajemen Vol. 09, No. 4.
Keller, K. L., Parameswaran, M. G., Jacob. I. 2011. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Australia: Pearson Education.
Kementerian Pariwisata dan Ekonomi Kreatif. 2013. Perkembangan Usaha Restoran/Rumah Makan Berskala Menengah dan Besar Tahun 2007- 2010.http://www.budpar.go.id/userfiles/file/re kaprestoran2007-2010.pdf
Kotler, Philip dan Keller, Kevin Lane. 2009. Manajemen Pemasaran Edisi 13 Jilid ke-1. Jakarta: Erlangga.
Kotler, Philip dan Keller, Kevin Lane. 2012. Marketing Management 14th Edition. United Kingdom: Pearson Prentice Hall.
Kuncoro, Mudrajat. 2009. Metode Riset untuk Bisnis dan Ekonomi: Bagaimana Meneliti dan Menulis Tesis. Jakarta: Erlangga.
Martono, Nanang. 2011. Metode Penelitian Kuantitatif: Analisis Isi dan Analisis Data Sekunder Edisi Revisi ke-2. Jakarta: Rajawali Pers.
Nurhayanti, Risky. 2011. Pengaruh Kualitas Produk dan Harga Terhadap Loyalitas Pelanggan. Undergraduated Thesis. Universitas Pembangunan Nasional Veteran Yogyakarta.
Paramosa. Maisie Levina. 2013. Analisis Faktor- Faktor Pembentuk Ekuitas Merek Terhadap Keputusan Pembelian Jasa Hotel Narita Surabaya. Undergraduated Thesis. Universitas Kristen Petra Surabaya.
Qin, H. and V. R. Prybutok. 2010. “Service Quality, Customer Satisfaction, and Behavioral Intention in Fast Food Restaurant”.International Journal of Quality and Service Science, Vol. 1, 78-95.
