Detail Cantuman  |  Perpustakaan Universitas Putra Bangsa

ABSTRACK
This study aims to examine the effect of brand awareness, perceived value, brand association and perceived quality on purchasing decisions. The sampling method used is non-probability sampling, which is a sampling technique that does not provide equal opportunities / opportunities for each element or member of the population to be selected as samples. Respondents in this study were consumers who used Yamaha motorbikes in Kebumen Regency. This research uses descriptive and statistical analysis methods, instrument test using validity and reliability tests and classical assumption tests using multicollinearity test, heteroscedestity test, normality test, and hypothesis testing using t test (partial test), f test (simultaneous). and the coefficient of determination (R2). The t test shows that brand awareness and brand association have no effect on purchase decisions, perceived value and perceived quality have a positive and significant effect on purchasing decisions for Yamaha motorbikes in Kebumen Regency. The test in the F test shows that f is greater than f table with a significance level of less than (0.05) which means that the hypothesis (H5) is accepted. And the result of Adjust R Square test is 0.482, this means that 48.2% of purchase decisions can be explained by perceived quality, brand association, perceived value, brand awareness. While the rest (100% - 48.2%) = 51.8% is explained by other factors outside the model.

Keywords: brand awareness, perceived value, brand association, perceived quality and purchasing decisions

ABSTRAKSI
Penelitian ini bertujuan untuk menguji pengaruh brand awareness, perceived value, brand association dan perceived quality terhadap keputusan pembelian. Metode pengambilan sampel yang digunakan adalah non-probability sampling adalah teknik pengambilan sempel yang tidak memberi peluang/ kesempatan sama bagi setiap unsur atau anggota populasi untuk dipilih menjadi sampel. Responden dalam penelitian ini adalah konsumen yang menggunakan sepeda motor Yamaha di Kabupaten Kebumen. Penelitian ini menggunakan metode analisis deskriptif dan statistik, uji instrumen dengan mengunakan uji validitas dan uji reliabilitas dan uji asumsi klasik dengan menggunakan uji multikolinieritas, uji heteroskedestitas, uji normalitas, dan uji hipotesis dengan menggunakan uji t (uji parsial),uji f (simultan) dan uji koefisien determinasi (R2). Pengujian dalam uji t menunjukkan bahwa brand awareness dan brand association tidak berpengaruh terhadap keputusan pembelian, perceived value dan perceived quality berpengaruh positif dan signifikan terhadap keputusan pembelian sepeda motor Yamaha di Kabupaten Kebumen. Pengujian dalam uji F menunjukkan bahwa f hitung lebih besar dari f tabel dengan tingkat signifikansi lebih kecil dari (0,05) yang berarti bahwa hipotesis (H5) diterima. Dan hasil uji Adjust R Square adalah 0,482 hal ini berati 48,2% keputusan pembelian dapat dijelaskan olehperceived quality, brand association, perceived value, brand awareness. Sedangkan sisanya (100% - 48,2%) = 51,8% dijelaskan oleh faktor lain diluar model.

Kata kunci: brand awareness, perceived value, brand association,perceived quality dan keputusan pembelian