| dc.contributor |
Ilmu Komunikasi |
|
| dc.creator |
Santika, Tamara Nur |
|
| dc.creator |
Rachmawati, Indri |
|
| dc.date |
2020-08-25 |
|
| dc.date.accessioned |
2021-03-15T03:59:18Z |
|
| dc.date.available |
2021-03-15T03:59:18Z |
|
| dc.identifier |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/23895 |
|
| dc.identifier |
10.29313/.v6i2.23895 |
|
| dc.identifier.uri |
http://hdl.handle.net/123456789/29411 |
|
| dc.description |
Abstrack. Economic growth has made company compete to produce product of various types of needs, including products for outdoor activities. Given the many company in the outdoor, the company compete in the market and to make its brand image the best it can. Therefore, it is important to manage brand image to get consumer confidence. One of the outdoor conpany in Indonesia is the Eiger Adventure. This research discusses the relationship between brand image of Eiger Adventure product and buying decisions with Bandung mountaineers. The purpose of this study was to determine whether there is a relationship between the brand image of Eiger Adventure products with consumer buying decisions. This research use quantitative research with correlation study. Determination of the sample based on total sampling technique, the research sample was the Bandung mountaineering community as many as 50 people. To measure the variable (X) of the company brand image based on the strength of brand association, favorable of brand association, and uniqueness of the brand association. While the variable (Y) is of the buying decision. Result of the first study showed that there a strong relationship between strength of brand association with buying decision. Result of the second study showed that there a meaningful enough relationship between favorable of brand association with buying decision. Result of the third study showed that there a strong relationship between uniqueness of brand association.Keywords : Brand Image, Buying decision, Eiger Adventure. Abstrak. Pertumbuhan ekonomi yang sangat cepat menjadikan perusahaan berlomba memproduksi barang dengan berbagai jenis kebutuhan, salah satunya produk untuk kegiatan luar ruangan atau outdoor. Mengingat perusahaan outdoor yang banyak peminatnya, maka perusahaan berlomba untuk bersaing dipasaran dan menumbuhkan citra merek perusahaan tersebut sebaik mungkin. Oleh karena itu, penting mengelola citra merek untuk mendapatkan kepercayaan konsumen. Salah satu merek perlengkapan outdoor yang ada di Indonesia yaitu Eiger Adventure. Penelitian ini membahas tentang hubungan citra merek produk Eiger Adventure dengan keputusan pembelian di kalangan pendaki gunung Bandung. Tujuan penelitian ini untuk mengetahui apakah ada hubungan antara citra merek produk Eiger Adventure dengan keputusan pembelian konsumen. Penelitian ini menggunakan penelitian kuantitatif dengan studi korelasional. Penentuan sampel berdasarkan teknik total sampling, sampel penelitian ini adalah komunitas pendaki gunung Bandung berjumlah 50 orang. Untuk mengukur variabel (X) citra merek perusahaan berdasarkan strength of brand association, favorable of brand association, dan uniqueness of brand association. Sedangkan variabel (Y) keputusan pembelian. Hasil penelitian pertama menunjukkan bahwa terdapat hubungan yang tinggi antara strength of brand association dengan keputusan pembelian. Hasil penelitian kedua menunjukkan bahwa terdapat hubungan yang cukup berarti antara favorable of brand association dengan keputusan pembelian. Hasil penelitian ketiga menunjukkan bahwa terdapat hubungan yang tinggi antara uniqueness of brand association dengan keputusan pembelian. Kata Kunci : Citra Merek, Keputusan Pembelian, Eiger Adventure. |
|
| dc.format |
application/pdf |
|
| dc.language |
eng |
|
| dc.publisher |
Prosiding Manajemen Komunikasi |
|
| dc.publisher |
Prosiding Manajemen Komunikasi |
|
| dc.relation |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/23895/pdf |
|
| dc.rights |
Copyright (c) 2020 Prosiding Manajemen Komunikasi |
|
| dc.source |
Prosiding Manajemen Komunikasi; Vol 6, No 2, Prosiding Manajemen Komunikasi (Agustus, 2020); 538-541 |
|
| dc.source |
Prosiding Manajemen Komunikasi; Vol 6, No 2, Prosiding Manajemen Komunikasi (Agustus, 2020); 538-541 |
|
| dc.source |
2460-6537 |
|
| dc.source |
10.29313/.v6i2 |
|
| dc.subject |
Manajemen Komunikasi |
|
| dc.subject |
Citra Merek, Keputusan Pembelian, Eiger Adventure. |
|
| dc.title |
Hubungan Brand Image Produk Eiger Adventure dengan Keputusan Pembelian |
|
| dc.type |
info:eu-repo/semantics/article |
|
| dc.type |
info:eu-repo/semantics/publishedVersion |
|
| dc.type |
Peer-reviewed Article |
|
| dc.type |
Kualitatif |
|