ANALISIS YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN PRODUK LENOVO DI MASA PANDEMI

  • Ade Onny Siagian Universitas Bina Sarana Informatika
  • Natal Indra Universitas Bina Sarana Informatika
Keywords: Keputusan Pembelian, Kesadaran Merek, Persepsi Kualitas, Loyalitas Merek, Asosiasi Merek

Abstract

Meningkatnya permintaan terhadap produk laptop dimulai sejak diberlakukannya aturan Work From Home (WFH) selama pandemi. Merek merupakan salah satu atribut penting yang berperan dalam pengambilan keputusan pembelian suatu produk. Dengan demikian penelitian ini bertujuan untuk menganalisis dan mengetahui pengaruh kesadaran merek, asosiasi merek, persepsi kualitas, dan loyalitas merek terhadap keputusan pembelian produk laptop Lenovo. Sebanyak 100 responden yang merupakan pembeli atau pengguna produk laptop Lenovo di wilayah provinsi DKI Jakarta berperan sebagai sampel dalam penelitian ini. Penelitian ini menggunakan pendekatan kuantitatif dan diolah dengan menggunakan smartPLS. Adapun hasil penelitian menunjukan uji t kesadaran merek (X1) thitung = 1.788 > ttabel = 1.661, asosiasi merek (X2) thitung = 1.457 < ttabel = 1.661, persepsi kualitas (X3) thitung = 0.379 < ttabel = 1.661, loyalitas merek (X4) thitung

= 1.441 < ttabel = 1.661, dan Fhitung = 26 > Ftabel = 2.0049. Kesimpulannya adalah kesadaran merek (X1), asosiasi merek (X2), perespsi kualitas (X3), dan loyalitas merek (X4) secara bersama-sama berpengaruh terhadap keputusan pembelian produk laptop Lenovo.

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Published
2023-01-09
How to Cite
Onny Siagian, A., & Indra, N. (2023). ANALISIS YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN PRODUK LENOVO DI MASA PANDEMI. Jurnal Ilmiah Manajemen Dan Kewirausahaan, 2(1), 21 -26. https://doi.org/10.55606/jimak.v2i1.882