Purchase Decision Previous Research

36

F. Purchase Decision

a. Definition of Purchase Decision The main goal for marketers is to serve and satisfy the needs and desires to the consumer. Therefore, the marketing need to understand how consumers behave in meet and satisfying the needs and desires. Purchasing decisions arise because of the objective assessment of emotional. The decision to act was the result of a series of activities based on the mental and emotional stimulation. The main goal for marketers is to serve and to satisfy consumer desire. Therefore, marketers need to understand how where consumers behave in meeting and satisfying the needs and desires of consumers. Purchase decision is an act of selection of alternatives that consumers have, as they were defined by Kotler and Keller 2005:227 defines the consumer purchase decision as follows: Consumer-purchasing decision is the process by which customers form their choice in a variety of brands belonging to the set of options. A buying decision simple or complicated are always influenced by many factors, both factors that can be controlled company marketing stimuli and other stimuli and the factors that cannot be controlled by the company cultural, personal, social, psychology. For this reason, the company should focus its marketing effort on factors that can be controlled which in essence is how the consumer to respond to various marketing stimuli are commonly arranged by the company. According to Kotler and Keller 2007:235 conducted phase consumers 37 through several processes before making a purchase decision. The following stages describe the process: Image 2.4 Stage of Consumer Buying Decision Process Source : Kotler dan Keller 2007: 235.

G. Previous Research

Research on brand awareness, brand image quality, brand association, brand loyalty, television advertising and purchasing decisions have been carried out by previous researchers. These studies provide input as well as many additional contributions for manufacturers to perform any approaches that consumers are interested in purchasing the product. Table 2.3 shows the results of previous studies regarding the purchase decision Problem recognition Information research Evaluation of alternatives Purchase decision Post purchase behavior 38 Table 2.3 Previous Research No Researcheryear Title Research Variable Research Methodology Conclusion 1. Fadli and Inneke Qamariah 2008 Analisis pengaruh faktor-faktor ekuitas merek sepeda motor merek honda terhadap keputusan pembelian Studi kasus pada Universitas Sumatera Utara 1. Brand awareness X 1 . 2. Perceived quality X 2 . 3. Brand association X 3 . 4. Brand loyalty X 4 . 5. Purchase decision Y Multiple regression very significant influence on purchasing decisions Honda motorcycles at the USU brand loyalty, brand associations impression of quality and significantly influence the purchasing decisions of Honda motorcycles at the University of North Sumatra, while the variable has no significant effect of brand awareness to consumers in making purchasing decisions of Honda motorcycles, while the most dominant variable influence on purchase decisions Honda motorcycles are brand loyalty variable. No Researcheryear Tite Research Variable Research Methodology Conclusion 2. Dr. Hsin Kuang Chi, Dr. Huery Ren Yeh, Ya Ting Yang,2009 The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty 1.Brand awareness 2.Perceived quality 3.Brand loyalty 4.Purchase intention Regression analysis a the relations among the brand awareness, perceived quality and brand loyalty for purchase intention are significant and positive effect,b perceived quality has a positive effect on brand loyalty, c perceived quality will meditate the effects between brand 39 awareness and purchase intention, and d brand loyalty will mediate the effects between brand awareness and purchase intention. The study suggests that cellular phone manufacturers ought to build a brand and promote its brand awareness through sales promotion, advertising, and other marketing activities. No Researcheryear Title Research Variable Research Methodology Conclusion 3. N. Mackay, H. Spies, C. Williams, L.R. Jansen van Rensburg D.J. Petzer 2012 The influence of service b rand equity on the strength of brand relationships in the fast food industry 1.brand awareness 2.perceived quality 3.brand differentiation 4.brand association 5.brand trust Multiple regression It is evident from the study that fast food organisations can improve brand relationships by focusing on improving three dimensions of service brand equity, namely brand awareness, brand association and brand trust. This can be realised when fast food outlets remind customers of their brand and uphold the quality and value of fast food products provided, as well as the provision of effective action in response to any negative customer experiences 40 No Researcheryear Title Research Variable Research Methodology Conclusion 4. Hui-Chu Chen And Robert D. Green 2008 Brand equity, marketing strategy, and consumer income: A hypermarket study 1.Brand equity 2.Marketing strategy 3.Consumer income Using comparative ANOVA and causal multiple regression statistical analysis findings are similar for low and high income groups and some differences with middle income shoppers No Researcheryear Title Research Variable Research Methodology Conclusion 5. Bisri Mustofa, Sutopo 2011 ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR MEREK YAMAHA 1.Brand awareness 2.Brand loyalty 3.Perceived quality 4.Brand association multiple regression Hypothesis testing using t-tests showed that brand awareness X1, perceived quality X2, brand association X3, and brand loyalty X4 have positivf and significan effect on buying decision. Then using the F test is known that a well-deserved four independent variables to test the dependent variable. Figures Adjusted R Square of 0,738indicates that 73,8 percent of purchase decisions variation can be explained by the four independent variables in the regression equation. 41 H. Relationship Between Variables Research 1. The relationship between Brand Awareness toward Purchase Decision Research has been done by Fadli and Qamariah 2008, the results of hypothesis testing showed that brand awareness variables no significant effect on consumers in making purchasing decisions Honda motorcycles. Based on previous studies encourage researchers to reexamine whether brand awareness variable influence on purchase decisions. Thus, the proposed hypothesis is as follows: H 1 : There is significant relationship between brand awareness by purchasing decisions. 2. The relationship beetween perceived brand quality toward Purchase Decision Research has been done by Fadli and Qamariah 2008, the results of hypothesis testing showed that the variable impression of perceived brand quality significantly influence consumers in making purchasing decisions Honda motorcycles. Based on previous studies encourage researchers to reexamine whether the variable impression of quality brand influence on purchase decisions. Thus, the proposed hypothesis is as follows: H 2 : There is a significant correlation between the perceived brand quality with the purchasing decision. 42 3. The relationship beetween Brand Association toward Purchase Decisions Research has been done by Fadli and Qamariah 2008, the results of hypothesis testing showed that the variables significantly influence brand associations consumers in making purchasing decisions Honda motorcycles. Based on previous studies encourage researchers to reexamine whether the variables brand associations influence on purchase decisions. Thus, the proposed hypothesis is as follows: H 3 : There is a significant relationship between brand associations with purchasing decisions. 4. The relationship between Brand Loyalty toward Purchase Decision Research has been done by Fadli and Qamariah 2008, the results of hypothesis testing showed that brand loyalty variables significantly influence consumers in making purchasing decisions Honda motorcycles. Based on previous studies encourage researchers to reexamine whether brand loyalty variable influence on purchase decisions. Thus, the proposed hypothesis is as follows: H 4 : There is a significant relationship between brand loyalty by purchasing decision. 5. The relationship between Brand Awareness,Perceived Brand Quality, Brand Association, Brand Loyalty, toward Purchase Decision Research has been done by Fadli and Qamariah 2008, the results of hypothesis testing showed that the variables of brand awareness, 43 perceived brand quality, brand association, and brand loyalty influence on purchase decisions. Based on previous studies encourage researchers to reexamine whether the variables of brand awareness, brand image quality, brand associations, and brand loyalty influence on purchase decisions. Thus, the proposed hypothesis is as follows: H 5 : There is a significant relationship between brand awareness, perceived brand quality, brand associations, and brand loyalty with purchasing decisions. 44

I. Theoritical Frameworks

Table 2.4 Theoritical Framework Customer Garuda Indonesia in jabodetabek Brand Loyalty Brand Association Perceived Brand Quality Purchase Decision Validity and Reliability Test Classical Assumption Test : 1. Normality Test 2. Multicollinearity Test 3. Heterocedasticity Test Hypothesis Test: 6. T Test 7. F Test 4. Multiple Regression Test: Conclusion 5. Coefficient of determination Brand Awareness The influence of brand awareness, perceived brand quality, brand association,brand loyalty toward customer purchase decision to choose garuda indonesia airlines case study: customer garuda indonesia in jabodetabek ”. 45

J. Hypothesis