GDL

Analysis of Factors Affecting the Purchase Decision at Rabbani Bunker Branch Subang

Tugas Akhir, 001 / 2021 / ABS
Undergraduate Theses from JBPTPPOLBAN / 2023-04-18 11:47:56
Oleh : Suci Amalia - 175211060 (suciamalia251@gmail.com)
Dibuat : 2023-04-18, dengan 4 file

Keyword : Citra Merek, Kualitas Produk, Persepsi Konsumen, Keputusan Pembelian
Subjek : Brand Image, Product Quality, Consumer Perception, Purchase Decision

Di Indonesia, bisnis dalam sektor fashion berkembang sangat pesat, termasuk pada sektor fashion muslim. Konsumsi fashion muslim masyarakat Indonesia terus meningkat setiap tahunnya karena sebagian besar masyarakat Indonesia adalah muslim dan menjadikan Indonesia negara ke 3 dengan konsumsi fashion muslim terbesar di dunia pada tahun 2018. Meskipun di indonesia terdapat banyak merek busana muslim mulai dari kerudung, baju koko, gamis, aksesoris dan lain sebagainya, produk fashion muslim merek Rabbani tetap menjadi pilihan banyak konsumen untuk dibeli. Keunikan ini menjadi latar belakang peneliti untuk menganalisis faktor yang memengaruhi konsumen dalam pengambilan keputusan membeli produk Rabbani yaitu Brand Image (Citra merek), Product Quality (Kualitas produk) dan Consumers Perception (Persepsi konsumen). Tujuan dari penelitian yang peneliti ambil ini adalah untuk dapat mengetahui pengaruh dari citra merek (Brand image), kualitas produk (Product Quality) dan persepsi konsumen (Consumer perception) terhadap keputusan pembelian produk pada Bunker Rabbani Cabang Subang. Peneliti menggunakan metode deskriptif dalam penelitian ini dengan populasi konsumen Rabbani di Kecamatan Subang. Dari populasi diambil sampel 100 responden yang merupakan konsumen yang melakukan pembelian di Bunker Rabbani Cabang Subang. Sampel yang diambil ditentukan dengan teknik non-probability sampling menggunakan metode purposive sampling. Data diperoleh dengan cara menyebarkan kuesioner secara langsung di Bunker Rabbani Cabang Subang. Data dari hasil kuesioner yang disebarkan dianalisis oleh peneliti menggunakan metode regresi linier berganda. Hasil dari penelitian menunjukkan adanya pengaruh dari citra merek (Brand image), kualitas produk (Product quality) dan persepsi konsumen (Consumer perception) terhadap keputusan pembelian (Purchase decisiom) produk Rabbani di Bunker Rabbani Cabang Subang. Berdasarkan data yang dianalisis, diperoleh nilai Fhitung 19.164 > F tabel 2.70, dengan nilai koefisien determinasi (R2) sebesar 0,575 yang berarti 57,5% keputusan pembelian yang diambil konsumen dipengaruhi oleh variabel yang diteliti yaitu citra merek (Brand image), kualitas produk (Product quality) dan persepsi konsumen (Consumer perception), serta faktor lain yang tidak diteliti sebesar 42,5% . Kata Kunci: Citra Merek, Kualitas Produk, Persepsi Konsumen, Keputusan Pembelian.

Deskripsi Alternatif :

In Indonesia, business in the fashion sector is growing rapidly, including in the Muslim fashion sector. Indonesian people's fashion consumption continues to increase every year because most Indonesians are Muslim and made Indonesia the 3rd country with the largest Muslim fashion consumption in the world in 2018. Although in Indonesia there are many Muslim fashion brands ranging from veils, koko clothes, robes, accessories etc., Muslim fashion products of the Rabbani brand remain the choice of many consumers to buy. This uniqueness is the background for researchers to analyze the factors that influence consumers in making decisions to buy Rabbani products, namely Brand Image (Brand Image), Product Quality (Product Quality) and Consumer Perceptions (Consumer Perceptions). The purpose of this study was to see the effect of brand image, product quality (product quality) and consumer perceptions (consumer perceptions) on product purchasing decisions at Bunker Rabbani, Subang Branch. Researchers used descriptive methods in this study with a population of Rabbani consumers in Subang District. Of the population taken a sample of 100 respondents were consumers who made purchases at the Bunker Rabbani, Subang Branch. The sample taken is determined by non-probability sampling technique using purposive sampling method. Data obtained by means of a questionnaire directly at the Bunker Rabbani Subang Branch. Data from the distributed questionnaires were analyzed by researchers using multiple linear regression methods. The results of the study indicate the influence of brand image, product quality (product quality) and consumer perceptions (consumer perceptions) on purchasing decisions (purchasing decisions) of Rabbani products at the Rabbani Bunker, Subang Branch. Based on the data obtained, the Fcount value is 19,164 > Ftable 2.70, with the coefficient of determination (R2) of 0.575, which means 57.5% of the purchasing decisions taken by the variables studied are brand image, product quality (product quality) and consumer perceptions (consumer perceptions), as well as other factors not examined by 42.5%. Keywords: Brand Image, Product Quality, Consumer Perception, Purchase Decision.

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