TA DIGITAL
Analisis Pengaruh Brand Awareness dan Brand Association terhadap Keputusan Nasabah dalam Memilih Produk Tabungan BTN Cermat
Brand awareness affects customer’s confidence in the customer's decision to use savings by reducing the level of perceived risk on a brand that was decided to be purchased or used. As we know, there are a brand equity, brand equity consists of brand awareness, brand association, brand quality, brand loyalty. A company needs to know how big the influence on purchasing decisions equity brand. The main purpose of this final project is to identify the influence of brand awareness and brand association to the customer's decision to choose savings products and finding the most dominant factor for any customer loyalty.
The data used in this project were the primary data and secondary data. Data collection techniques used were questionnaires and literature. The analysis technique used were the validity and reliability, normality test, multiple linear regression analysis, the coefficient of determination, test T and Test F.
The relationship between variables purchasing decisions with brand awareness that the correlation coefficient is calculated by 0,711 while the variable purchase decision with brand association is 0.744 with a significance of 0.000. Based computation F obtained at 70.157 with a significance value of 0.000. Because the significance value less than 0.05 then the Ho is rejected and Ha is accepted, this means that there is a significant relationship between the variables brand awareness and brand association. Based on the obtained variable t brand awareness and brand association with a significance value of 0.003 and 0.000 less than 0.05 then the Ho is rejected and Ha is accepted, this means that there is a significant relationship between the variables brand awareness and brand association individually (partial) on purchasing decisions. Multiple Regression Analysis 0.591 this means that 59.1% of the variation in purchase decisions can be explained by the variable of brand awareness and brand association and the rest (100% -58.3% = 41.7%) is explained by other variables
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