PENGARUH BRAND EQUITY TERHADAP NIAT BELI KONSUMEN DIMEDIASI BRAND PREFERENCE

Abstract

ABSTRAK

Tujuan penelitian ini adalah untuk menganalisis pengaruh brand equity terhadap niat beli konsumen dimediasi brand preference. Penelitian ini dilakukan di Kota Denpasar dengan teknik analisis data path analisis. Ukuran sampel yang didapat dengan menggunakan metode purposive sampling sebanyak 110 responden. Berdasarkan hasil analisis dapat dikemukakan bahwa brand equity berpengaruh positif dan signifikan terhadap brand preference pada produk Lacoste di Kota Denpasar. Brand equity berpengaruh positif dan signifikan terhadap niat beli konsumen pada produk Lacoste di Kota Denpasar. Brand preference berpengaruh positif dan signifikan terhadap niat beli konsumen pada produk Lacoste di Kota Denpasar. Brand preference memediasi pengaruh positif brand equity terhadap niat beli konsumen pada produk Lacoste di Kota Denpasar. Produsen Lacoste sebagai distributor harus mampu menghadapi masalah brand equity yang dikeluhkan oleh konsumen, memperhatikan design, model dan kualitas produk dengan inovasi yang lebih menarik berbeda dengan merek pesaing.

Kata kunci: brand equity, brand preference, niat beli

ABSTRACT

The purpose of this study was to analyze the effect of brand equity on consumer purchase intentions mediated by brand preference.. The sample size obtained by using purposive sampling method as many as 110 respondents. Based on the results of the analysis it can be stated that brand equity has a positive and significant effect on brand preference on Lacoste products in Denpasar City. Brand equity has a positive and significant effect on consumers' purchase intentions on Lacoste products in Denpasar City. Brand preference has a positive and significant effect on consumers' purchase intentions on Lacoste products in Denpasar City. Brand preference mediates the positive influence of brand equity on consumer purchase intentions on Lacoste products in Denpasar City. Lacoste producers as distributors must be able to deal with brand equity problems that consumers complain about, pay attention to design, model and product quality with more attractive innovations that are different from competing brands. Paying attention to the brand preference of the lacoste brand such as appearance and color so consumers know that the lacoste brand is really not a counterfeit.

Keywords: brand equity, brand preference, purchase intention