PENGARUH BRAND IMAGE DAN SALES PROMOTION TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND EQUITY (SURVEI TERHADAP NASABAH BANK BNI SYARIAH DI KOTA PALEMBANG)

Heni Yuvita

doi:10.22441/mix.2019.v9i3.004

PENGARUH BRAND IMAGE DAN SALES PROMOTION TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND EQUITY (SURVEI TERHADAP NASABAH BANK BNI SYARIAH DI KOTA PALEMBANG)

Authors

Heni Yuvita Sriwijaya University, Indonesia

DOI:

https://doi.org/10.22441/mix.2019.v9i3.004

Keywords:

brand image, citra merek, sales promotion, promosi penjualan, brand equity, ekuitas merek, purchase decisions, keputusan pembelian

Abstract

Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh citra merek dan promosi penjualan terhadap keputusan pembelian baik secara langsung maupun secara tidak langsung melalui ekuitas merek. Populasi dalam penelitian ini adalah nasabah Bank BNI Syariah yang dipilih dengan metode purposive sampling dengan jumlah sampel sebanyak 200 responden. Penelitian ini menggunakan teknik analisa data Struktural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa citra merek berpengaruh signifikan terhadap ekuitas merek dan sebaliknya promosi penjualan tidak berpengaruh signifikan terhadap ekuitas merek. Melihat pengaruh langsung, hasil penelitian menemukan bahwa citra merek berpengaruh langsung secara signifikan terhadap keputusan pembelian. Hal ini juga didukung oleh ekuitas merek yang memiliki pengaruh signifikan terhadap keputusan pembelian. Akan tetapi, promosi penjualan tidak signifikan terhadap keputusan pembelian. Dilihat dari pengaruh tidak langsung, citra merek dan promosi penjualan berpengaruh tidak langsung secara signifikan melalui ekuitas merek terhadap keputusan pembelian.

Author Biography

Heni Yuvita, Sriwijaya University

Pasca Sarjana Ilmu Manajemen Pemasaran

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Published

2019-10-30

How to Cite

Yuvita, H. (2019). PENGARUH BRAND IMAGE DAN SALES PROMOTION TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND EQUITY (SURVEI TERHADAP NASABAH BANK BNI SYARIAH DI KOTA PALEMBANG). MIX: JURNAL ILMIAH MANAJEMEN, 9(3), 431–446. https://doi.org/10.22441/mix.2019.v9i3.004

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Issue

Vol. 9 No. 3 (2019): MIX: Jurnal Ilmiah Manajemen

Section

Articles

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