Pengaruh Brand Trust Produk Detergen Rinso terhadap Niat Beli Konsumen di Universitas Kristen Maranatha, Bandung.

!
"

#

$%$$

&' ((

#

#
$!

*

!

)
(+,-./
,-+./0

1&+('0
+

2

3
+

4

#

#
#

4

#
#

#
#

$&
#

4

$!

*
#

#
#
+

2
2

2

$%$$

&' ((
2

#
)

#
1&+('0

2

%

%

2

#

5
+
4

#

#

#

3

+

(+,-./ 6
,-+./0

6
#
#
#

+

+

4
4

+

N .....................................

1.1 Latar Belakang Penelitian ................................................................................................1
1.2 Identifikasi Masalah ........................................................................................................5
1.3 Maksud dan Tujuan Penelitian........................................................................................5
1.4 Kegunaan Penelitian .......................................................................................................5

2.1 Pengertian Pemasaran ....................................................................................................7
2.2 Bauran Pemasaran ..........................................................................................................8
2.3 Merek ...........................................................................................................................11
2.3.1 Pengertian Merek ......................................................................................................11
2.3.2 Fungsi Merek .............................................................................................................12
2.3.3 Manfaat Merek ..........................................................................................................13
2.4 Ekuitas Merek ...............................................................................................................14
2.4.1 Kesetiaan Merek (Brand Loyalty) ...............................................................................15
2.4.2 Kesadaran Merek (Brand Awareness)........................................................................15
2.4.3 Kesan Kualitas (Perceived Quality) .............................................................................16
2.4.4 Asosiasi Merek (Brand Association) ...........................................................................17
2.5 Kepercayaan Merek (Brand Trust) ................................................................................17

2.5.1 Brand Reliability (Keandalan Merek) .........................................................................19
2.5.2 Brand Intention (Niat Merek).....................................................................................20
2.6 Perilaku Konsumen .......................................................................................................21
2.6.1 Model Perilaku Konsumen .........................................................................................22
2.6.2 Faktor-faktor yang Mempengaruhi Perilaku Konsumen ............................................23
2.6.3 Perilaku Pembelian ....................................................................................................25

2.7 Respon Konsumen ........................................................................................................26
2.8 Niat Beli Konsumen .......................................................................................................27
2.9 Kerangka Teoritis ..........................................................................................................29
2.10 Kerangka Pemikiran ....................................................................................................30
2.11 Model Penelitian .........................................................................................................30
2.12 Hipotesis Penelitian.....................................................................................................31

3.1 Objek Penelitian ...........................................................................................................32
3.1.1 Sejarah Perusahaan....................................................................................................32
3.2 Metode Penelitian ........................................................................................................37
3.2.1 Tenis Penelitian...........................................................................................................37
3.2.2 Populasi ......................................................................................................................38
3.2.3 sampel ........................................................................................................................38
3.2.3.1 Metode Pengambilan Sampel .................................................................................39

3.2.3.2 Tumlah Sampel ........................................................................................................39
3.2.4 Pengukuran dan Operasionalisasi variable ................................................................40
3.3 Teknik Pengumpulan Data ...........................................................................................42
3.4 Analisis Data .................................................................................................................43
3.4.1 Uji Instrumen .............................................................................................................43

3.4.1.1 Uji Validitas ............................................................................................................43
3.4.1.2 Uji Reliabilitas ..........................................................................................................43
3.4.2 Analisis Regresi...........................................................................................................44

! ! " " !" # $!#% &" '

"

$!&( )$

*

% #"$% !" # $!&( )$

$%) ! %#

$ ! $

+

% #"$% !" # $!&( )$

$%) ! %#

!

-

% #"$% !" # $!&( )$

$%) ! %#

$ .$ / %

*
,
$%0/

1

4.2 Hasil Pengujian Validitas dan Reliabilitas .....................................................................49
+

2 3

++ 2

)" !

4

$ 0 " !

56

++

2

+++ 2

$ 0 " ! 3 % 0$
$

% ) %/!" 789

0 " ! 3 % 0$

+ - $ . %/: % ) %/!" 789 $%: ) &
+-

! ! $%!

$.%$!

56

7 9

5

" $ 7 9

5

$% $)$%:

5

+-+

! ! ($' ! $

+ - - $ ./2

&("$! !

$"$%

!

55

5.1 Kesimpulan ....................................................................................................................56
5.2 Saran .............................................................................................................................57

0 %+

3 % 0$

/%

$

! %

4

0 %++

$% .#

$(% " !

+4

0 %+-

$% .#

$

-6

0 %+

()$

#%

$ $ "

-6

0 %

; # ;

$!&( )$

$%) ! %#

$ ! $

0 % +

; # ;

$!&( )$

$%) ! %#

!

0 % -

; # ;

$!&( )$

$%) ! %#

$ .$ / %

*
,
$%0/

1

0$ +

/0/ .

/%

0$ + +

()$

0$ -

% ) 3 /$ %()/#

$'

0$

! %

$

..
++

0/

) % ) %()/#

!

&$% ! (

/< +664=+6 6

-*

0/

-*

; # ;

$!&( )$

$%) ! %#
$%) ! %#

+

; # ;

$!&( )$

0$

-

; # ;

$!&( )$!

!

2 3

/< +664=+6 6

3 % 0$

0$

0$

$ .

$% #/ $ 0$

0$ - + (& ('
0$ - -

$

$ ! $

$%) ! %#

*

!
$ .$ / %

,
$%0/

1

)" !

4

0$

5

!

2

$

0 " ! % ) %/!" 789

56

0$

*

!

2

$

0 " !

5

0$

,

!

2

$.%$!

0$

1

!

($' ! $

" $ 7 9

$)$%:
$"$%

5+
!

5-

&%

/$! ( $%

*+

&%

0/ !

**

&%

2 3

)" !

&%

2

&%

$.%$!

$

0 " !

*1
,5
,,

!

!

"

#

"

$
&

' (

%

)
#

(

*

!

#
'

#

!

"
+

,
'

#

"
-

-

. -/

'

(
0 $

!

(

(

1

$1$

(

2

'''

"
4

$

$

6

(7

.$ 3
(

(

5 ,

5

)2

8

9

*

0

$

!

(

) *

.

(

'

,

-

!
'

*

(

8:(%;

3
3

9

"

%

7

6-

;

"
!

0 <

1

1

0
/

7

/
%

!

/

/
,' 74==14(; .

(

5

1

#5 ,

/

1

#
1

*

#

/
:44'''

'

'

(

9

%

!

!

"

)

#$

%

*
:
.

/

*

<

&

"

*

3
>

'
*

:
<
/

3

*

<

"

*

(
:
1

0

/

/
(

0<

'

<

"

*

,

-

#

5

8

,

-

Dari hasil analisa dan pengolahan data pada penelitian tentang “Pengaruh
Produk Detergen Rinso Terhadap Niat Beli Konsumen di Universitas Kristen
Maranatha, Bandung”, maka dapat disimpulkan sebagai berikut :
#

Berdasarkan hasil analisis dapat disimpulkan bahwa terdapat
pengaruh yang signifikan antara

terhadap niat beli

sebesar 28,94%, sedangkan sisanya sebesar 71,06% dipengaruhi
oleh variabel lain yang tidak diamati antara lain harga, atribut
produk, iklan dan sebagainya.
#

Nilai signifikan α

sebesar 0,018, yang berarti H1

diterima karena nilai signifikan α dari
sehingga disimpulkan bahwa

< 0,05
berpengaruh

terhadap niat beli konsumen. Hal ini membuktikan bahwa kosumen
mempercayakan merek Rinso dalam memenuhi kebutuhan prouk
detergen.
#

Nilai signifikan α

sebesar 0,009, yang berarti H1

diterima karena nilai signifikan α dari
sehingga disimpulkan bahwa

< 0,05
berpengaruh terhadap

niat beli konsumen. Hal ini membuktikan bahwa konsumen

56

57

mengandalkan merek Rinso dalam memenuhi kebutuhan produk
detergen.

1 Merek Rinso sebaiknya meningkatkan jaminan agar konsumen dapat lebih
percaya dan yakin bahwa dengan membeli sabun detergen Rinso bukan suatu hal
yang dikhawatirkan namun dapat memberikan suatu nilai yang lebih
dibandingkan merek lainya.
2 Merek Rinso sebaiknya melakukan perbaikan#perbaikan terhadap segala
kekurangannya dan mengikuti perkembangan jaman.
3 Merek

Rinso

sebaiknya

harus

memahami

kebutuhan

konsumen

dan

meningkatkan perhatiannya untuk keperluan konsumen.
4 Merek Rinso sebaiknya meningkatkan kualitas produknya agar sabun detergen
Rinso selalu mengikuti perkembangan jaman dengan reputasi produk yang baik
sehingga dapat selalu memimpin kategori produk tersebut.

! " #

# $

& '' (
)'
(/ ' 0
& '' (

'" !

*

)'

'" !
!.
3 450
8 9 :*

&

)

&

+

'!

'

%

, '

!( 1 (

! !-

.

2 + ! (.

(
"

(

$

; -

6 7

!

)(
! "
(
4

#

(

4

$

( ) !
< ( #

'
,!'

!

"

#

(

=

' ( ) ! !

!

#!

'

* )
(

(

( = $!"

. 4
&' / ? '' @ # ' A
&

'

>

# (

)
#

$

9
(

$

"

D

* )
$

'
( (

! 4

'

; !B ' C

&

827 *

!/

) " '

"

%

;
(

&

(< (

#

)

(

$+,$ '

$ (

58

-- # "

)
= #)$

D

=

(! $!'
'
$

%

) $! ' 1
&' / A ''
%
6
= - ) ! E ? F! #
/ D '' C

)

! '

C /
D

E @ A!B
$
) "' ?!! %' --( E #

D

! !

9

!" 4

,

' () ! !

=
!

4 D

?
0 &

<

4 D

?



E "! !