ANALISIS YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN PRODUK LENOVO DI MASA PANDEMI
DOI:
https://doi.org/10.55606/jimak.v2i1.882Kata Kunci:
Keputusan Pembelian, Kesadaran Merek, Persepsi Kualitas, Loyalitas Merek, Asosiasi MerekAbstrak
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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Agung W, R., Yudhistira H, G., & Aziz, R. (2021). FACTORS AFFECTING COMPETITION AND MARKET GROWTH: LEADERS, COMPETITORS, FOLLOWERS, NICHER (A LITERATURE REVIEW). Journal of Applied Management Science. https://doi.org/10.31933/jimt.v2i4.455
Amberg, N., & Fogarassy, C. (2019). Green consumer behavior in the cosmetics market. Resources. https://doi.org/10.3390/resources8030137
Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence and Planning. https://doi.org/10.1108/MIP-02-2019-0095
Chi, X., Lee, S. K., Ahn, Y. joo, & Kiatkawsin, K. (2020). Tourist-perceived quality and loyalty intentions towards rural tourism in China. Sustainability (Switzerland). https://doi.org/10.3390/su12093614
Chopra, A., Avhad, V., & Jaju, and S. (2021). Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial. Business Perspectives and Research. https://doi.org/10.1177/2278533720923486
Dada, M. H. (2021). Impact of Brand Association, Brand Image & Brand Loyalty on Brand Equity. Journal of Marketing Strategies. https://doi.org/10.52633/jms.v3i1.33
Dennis, C., Merrilees, B., Jayawardhena, C., & Wright, L. T. (2009). E-consumer behaviour. European Journal of Marketing. https://doi.org/10.1108/03090560910976393
Ebrahim, R. S. (2020). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing. https://doi.org/10.1080/15332667.2019.1705742
Erjansola, A. M., Lipponen, J., Vehkalahti, K., Aula, H. M., & Pirttilä-Backman, A. M. (2021). From the brand logo to brand associations and the corporate identity: visual and identity-based logo associations in a university merger. Journal of Brand Management. https://doi.org/10.1057/s41262-020-00223-5
Francis, A., & Sarangi, G. K. (2022). Sustainable consumer behaviour of Indian millennials: Some evidence. Current Research in Environmental Sustainability. https://doi.org/10.1016/j.crsust.2021.100109
Haudi, Rahadjeng, E. R., Santamoko, R., Putra, R. S., Purwoko, D., Nurjannah, D., Koho, I. R., Wijoyo, H., Siagian, A. O., Cahyono, Y., & Purwanto, A. (2022). The role of e-marketing and e-crm on e-loyalty of indonesian companies during covid pandemic and digital era. Uncertain Supply Chain Management. https://doi.org/10.5267/j.uscm.2021.9.006
Huang, C. C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision. https://doi.org/10.1108/MD-10-2015-0465
Le, M. T. H. (2020). The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences. Spanish Journal of Marketing - ESIC. https://doi.org/10.1108/SJME-05-2020-0086
Lu, J., Ren, L., Zhang, C., Wang, C., Shahid, Z., & Streimikis, J. (2020). The influence of a firm⇔s CSR initiatives on brand loyalty and brand image. Journal of Competitiveness. https://doi.org/10.7441/joc.2020.02.07
Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research. https://doi.org/10.1016/j.annals.2011.01.015
Prasetia, A. (2021). FACTORS AFFECTING COMPETITION AND MARKET GROWTH: LEADERS, COMPETITORS, FOLLOWERS, NICHER (A LITERATURE REVIEW). Journal of Applied Management Science. https://doi.org/10.31933/jimt.v2i4.457
Pratiwi, I., & Irianto, R. D. (2021). CORPORATE GOVERNANCE MECHANISM, PRODUCT MARKET COMPETITION AND COMPANY PERFORMANCE. Proaction Journal. https://doi.org/10.32534/jpk.v8i1.1803
PUSPANINGRUM, A. (2020). Social Media Marketing and Brand Loyalty: The Role of Brand Trust. Journal of Asian Finance, Economics and Business. https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.951
Romaniuk, J., & Nenycz-Thiel, M. (2013). Behavioral brand loyalty and consumer brand associations. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2011.07.024
Salem, S. F., & Salem, S. O. (2021). Effects of Social Media Marketing and Selected Marketing Constructs on Stages of Brand Loyalty. Global Business Review. https://doi.org/10.1177/0972150919830863
Sama, R. (2019). Impact of Media Advertisements on Consumer Behaviour. Journal of Creative Communications. https://doi.org/10.1177/0973258618822624
Samudro, A., Sumarwan, U., Simanjuntak, M., & Yusuf, E. Z. (2020). Assessing the effects of perceived quality and perceived value on customer satisfaction. Management Science Letters. https://doi.org/10.5267/j.msl.2019.11.001
Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail and Distribution Management. https://doi.org/10.1108/IJRDM-02-2014-0024
Siagian, A. O., & Cahyono, Y. (2021). MSME Marketing Recovery Strategy during the Covid-19 Pandemic in the Creative Economy Sector. Journal of Technology and Business Information Systems. https://doi.org/10.47233/jiteksis.v3i1.212
Susliansyah, S., Aria, R. R., & Susilowati, S. (2019). SISTEM PEMILIHAN LAPTOP TERBAIK DENGAN MENGGUNAKAN METODE WEIGHTED PRODUCT (WP). Jurnal Techno Nusa Mandiri. https://doi.org/10.33480/techno.v16i1.105
van der Westhuizen, L. M. (2018). Brand loyalty: exploring self-brand connection and brand experience. Journal of Product and Brand Management. https://doi.org/10.1108/JPBM-07-2016-1281
Veselovská, L., Závadský, J., & Bartková, L. (2021). Consumer behaviour changes during times of the covid-19 pandemic: An empirical study on slovak consumers. E a M: Ekonomie a Management. https://doi.org/10.15240/TUL/001/2021-2-009
Zhao, J., Xue, F., Khan, S., & Khatib, S. F. A. (2021). Consumer behaviour analysis for business development. In Aggression and Violent Behavior. https://doi.org/10.1016/j.avb.2021.101591
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2023-01-09
Cara Mengutip
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
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