Hubungan Antara Brand Image dengan Keputusan Membeli Pada Konsumen Iphone 14 di Medan

Abstract

Penelitian ini bertujuan untuk menguji secara empiris dan mengetahui hubungan antara brand image dengan keputusan membeli pada konsumen iPhone 14 di Medan. Jenis penelitian yang digunakan adalah pendekatan kuantitatif korelasional. Sampel yang diambil penelitian ini adalah keseluruhan dari populasi berjumlah 40 orang. Skala brand image di susun berdasarkan aspek menurut Fitria (dalam Rangkuti, 2009) yaitu Citra Pembuat, Citra Pemakai, Citra produk. Skala keputusan membeli disusun berdasarkan aspek menurut Swastha, 2001 yaitu Aspek Rasional, Aspek Emosional, Aspek behavioral. Berdasarkan hasil perhitungan analisis korelasi product moment, diketahui terdapat hubungan positif antara brand image dengan keputusan membeli. Ini dibuktikan dengan koefisien korelasi rxy = 0,672, dengan signifikan p = 0,000 < 0,05. Koefisien determinan r2 = 0,451. Hal ini menunjukkan bahwa brand image berkontribusi terhadap keputusan membeli sebesar 45,1%. This research aims to empirically test and determine the relationship between brand image and purchasing decisions among iPhone 14 consumers in Medan. The type of research used is a correlational quantitative approach. The sample taken for this research was the entire population of 40 people. The brand image scale is arranged based on aspects according to Fitria (in Rangkuti, 2009), namely Maker's Image, User's Image, Product Image. The purchasing decision scale is arranged based on aspects according to Swastha, 2001, namely Rational Aspects, Emotional Aspects, Behavioral Aspects. Based on the results of product moment correlation analysis calculations, it is known that there is a positive relationship between brand image and purchasing decisions. This is proven by the correlation coefficient rxy = 0.672, with a significant p = 0.000 < 0.05. Determinant coefficient r2 = 0.451. This shows that brand image contributes to purchasing decisions by 45.1%.