Pengaruh Brand Image Terhadap Intensi Membeli Produk IPhone pada Siswa-Siswi SMA
Pengaruh Brand Image Terhadap Intensi Membeli Produk IPhone pada
Siswa-Siswi SMA
Siti Melisa Harahap dan Fahmi
ABSTRAK
Intensi membeli adalah prediksi yang meliputi kapan, dimana, dan
bagaimana konsumen bertindak terhadap suatu merek (Howard dan Sheth, 2002).
Merek yang menimbulkan kesan dalam benak pelanggan disebut dengan brand
image (Kotler dan Keller, 2007). Ketika membangun brand image, perusahaan
harus membangun brand image yang positif. Sebab semakin positif sikap seorang
konsumen terhadap suatu merek, semakin tinggi pula intensi membeli konsumen
terjadi (Seock, 2003). Penelitian ini bertujuan untuk mengetahui pengaruh brand
image terhadap intensi membeli produk iPhone pada siswa-siswi SMA. Partisipan
yang dilibatkan dalam penelitian ini berjumlah 180 orang siswa-siswi SMA dan
dipilih melalui incidental sampling. Pengumpulan data dilakukan dengan
menggunakan skala brand image dan skala intensi membeli. Data penelitian
dianalisa menggunakan metode analisa regresi dan hasil penelitian menunjukkan
bahwa brand image berpengaruh positif terhadap intensi membeli produk iPhone
(R Square = 0,493; F = 172,917; p = 0,000). Hasil penelitian ini diharapkan dapat
menjadi informasi tambahan bagi perusahaan mengenai brand image iPhone
dimata siswa-siswi SMA.
Kata Kunci : brand image, intensi membeli, IPhone, Siswa-siswi SMA
i
Universitas Sumatera Utara
The Effect of Brand Image on The Intention to Buy The IPhone Product of
High School Students
Siti Melisa Harahap and Fahmi
ABSTRACT
Intention to buy is a prediction that includes when, where, and how
consumers react to a brand (Howard and Sheth, 2002). Brands that create the
impression in the minds of customers referred to by the brand image (Kotler and
Keller, 2007). When building a brand image, the company must build a positive
brand image. Because more positive attitude of consumers toward a brand, the
higher the consumer buying intention happen (Seock, 2003). This study aims to
determine the effect of brand image on the intention to buy the iPhone product of
high school students. Participants who included in this study amounted to 180
high school students and selected by incidental sampling. Data were collected by
using a scale brand image and purchase intention scale. Data were analyzed using
regression analysis method and the results showed that the positive effect on the
brand image of the intention to buy the iPhone product (R Square = 0,493; F =
172,917; p = 0,000). The results of this research may be additional information for
companies regarding iphone brand image in the eyes of high school students.
Key word: brand image, intention to buy, iPhone, high school students
ii
Universitas Sumatera Utara
Siswa-Siswi SMA
Siti Melisa Harahap dan Fahmi
ABSTRAK
Intensi membeli adalah prediksi yang meliputi kapan, dimana, dan
bagaimana konsumen bertindak terhadap suatu merek (Howard dan Sheth, 2002).
Merek yang menimbulkan kesan dalam benak pelanggan disebut dengan brand
image (Kotler dan Keller, 2007). Ketika membangun brand image, perusahaan
harus membangun brand image yang positif. Sebab semakin positif sikap seorang
konsumen terhadap suatu merek, semakin tinggi pula intensi membeli konsumen
terjadi (Seock, 2003). Penelitian ini bertujuan untuk mengetahui pengaruh brand
image terhadap intensi membeli produk iPhone pada siswa-siswi SMA. Partisipan
yang dilibatkan dalam penelitian ini berjumlah 180 orang siswa-siswi SMA dan
dipilih melalui incidental sampling. Pengumpulan data dilakukan dengan
menggunakan skala brand image dan skala intensi membeli. Data penelitian
dianalisa menggunakan metode analisa regresi dan hasil penelitian menunjukkan
bahwa brand image berpengaruh positif terhadap intensi membeli produk iPhone
(R Square = 0,493; F = 172,917; p = 0,000). Hasil penelitian ini diharapkan dapat
menjadi informasi tambahan bagi perusahaan mengenai brand image iPhone
dimata siswa-siswi SMA.
Kata Kunci : brand image, intensi membeli, IPhone, Siswa-siswi SMA
i
Universitas Sumatera Utara
The Effect of Brand Image on The Intention to Buy The IPhone Product of
High School Students
Siti Melisa Harahap and Fahmi
ABSTRACT
Intention to buy is a prediction that includes when, where, and how
consumers react to a brand (Howard and Sheth, 2002). Brands that create the
impression in the minds of customers referred to by the brand image (Kotler and
Keller, 2007). When building a brand image, the company must build a positive
brand image. Because more positive attitude of consumers toward a brand, the
higher the consumer buying intention happen (Seock, 2003). This study aims to
determine the effect of brand image on the intention to buy the iPhone product of
high school students. Participants who included in this study amounted to 180
high school students and selected by incidental sampling. Data were collected by
using a scale brand image and purchase intention scale. Data were analyzed using
regression analysis method and the results showed that the positive effect on the
brand image of the intention to buy the iPhone product (R Square = 0,493; F =
172,917; p = 0,000). The results of this research may be additional information for
companies regarding iphone brand image in the eyes of high school students.
Key word: brand image, intention to buy, iPhone, high school students
ii
Universitas Sumatera Utara