Keywords
multi-brand loyalty
luxury brand
How to Cite
Abstract
Abstrak: The purpose of this study was to determine the dominance of the influence of brand minded and multi-brand loyalty on product purchasing decisions with luxury brands. The population in this study are young entrepreneurs who are members of the Indonesian Young Entrepreneurs Association (HIPMI) Tulungagung. The sample measurement guidelines use the saturated sample technique with a sample of 53 people. The research instrument for data collection in this study used a questionnaire with a Likert scale with data analysis techniques in this study, including descriptive statistical techniques, inferential statistical analysis with classical assumption tests, as well as hypothesis testing with F test and t test with SPSS 23 application. Results The t-test in this study shows that brand mindedness has a positive and significant effect on purchasing decisions for products with luxury brands. Meanwhile, multi-brand loyalty has no effect on respondents' interest in their decision to purchase products with luxury brands. The results of the F test in the study prove that simultaneously brand minded and multi-brand loyalty have an influence on product purchasing decisions with luxury brands.
Kata Kunci: brand minded; multi-brand loyalty; luxury brand
Abstract: Tujuan penelitian ini untuk mengetahui dominasi pengaruh brand minded dan multi-brand loyalty terhadap keputusan pembelian produk dengan luxury brand. Populasi pada penelitian ini adalah para pengusaha muda yang tergabung dalam Himpunan Pengusaha Muda Indonesia (HIPMI) Tulungagung. Pedoman pengukuran sampel menggunakan teknik sampel jenuh dengan sampel sejumlah 53 orang. Instrumen penelitian untuk pengumpulan data dalam penelitian ini menggunakan kuesioner dengan skala likert dengan teknik analisis data pada penelitian ini antara lain dengan teknik statistik deskiptif, analisis statistik inferensial dengan uji asumsi klasik, serta pengujian hipotesis dengan uji F dan uji t dengan aplikasi SPSS 23. Hasil uji t pada penelitian ini menunjukkan bahwa brand minded berpengaruh positif dan signifikan terhadap keputusan pembelian produk dengan luxury brand. Sedangkan multi-brand loyalty terbukti tidak berpengaruh terhadap minat responden dalam keputusannya melakukan pembelian produk dengan luxury brand. Hasil uji F pada penelitian membuktikan bahwa bahwa secara simultan brand minded dan multi-brand loyalty memiliki pengaruh terhadap keputusan pembelian produk dengan luxury brand.
Keywords: brand minded; multi-brand loyalty; luxury brand
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