ANALISA PENGARUH KESADARAN ATAS MEREK TERHADAP MINAT BELI NASABAH MELALUI KESAN KUALITAS DAN LOYALITAS MEREK PADA BANK WOORI SAUDARA

RACHMA ANNISANTY T, YULIA ARISNANI WIDYANINGSIH, M.B.A., Ph.D

2016 | Tesis | S2 Manajemen

Penelitian ini bertujuan untuk memberikan bukti empiris mengenai pengaruh kesadaran atas merek terhadap minat beli nasabah melalui kesan kualitas dan loyalitas merek pada nasabah Bank Woori Saudara. Hipotesis yang diajukan adalah: (1) kesadaran atas merek berpengaruh positif terhadap keasn kualitas, (2) kesadaran atas merek berpengaruh positif terhadap loyalitas merek, (3) kesan kualitas berpengaruh positif terhadap loyalitas merek, (4) kesadaran atas merek berpengaruh positif terhadap minat beli, (5) kesan kualitas berpengaruh positif terhadap minat beli, (6) loyalitas merek berpengaruh positif terhadap purchase intention, (7) kesan kualitas merupakan faktor perantara antara kesadaran atas merek dan minat beli, (8) loyalitas merek merupakan faktor perantara antara kesadaran atas merek dan minat beli. Sampel yang digunakan dalam penelitian ini adalah nasabah Bank Woori Saudara. Metode yang digunakan dalam pengambilan sampel adalah dengan menggunakan teknik purposive sampling. Metode analisa data yang digunakan adalah dengan analisis jalur (path analysis). Hasil pengujian menyatakan bahwa faktor kesadaran atas merek, kesan kualitas dan loyalitas merek berpengaruh positif dan signifikan terhadap minat beli nasabah. Ketika nasabah sadar terhadap merek Bank Woori Saudara, maka akan berpengaruh terhadap minat beli atas produk atau layanan yang ditawarkan, melalui kesan kualitas dan loyalitas merek.

This study aims to provide empirical evidence on the influence of brand awareness to purchase intention through perceived quality and brand loyalty with Bank Woori Saudara's customers. The hypotheses are: (1) brand awareness has positive effect on perceived quality, (2) brand awareness has positive effect on brand loyalty, (3) perceived quality has positive effect on brand loyalty, (4) brand awareness has positive effect on purchase intention, ( 5) perceived quality has positive influence on purchase intention, (6) brand loyalty has positive effect on purchase intention, (7) perceived quality is an intermediary factor between brand awareness and purchase intention, (8), brand loyalty is an intermediary factor between brand awareness and purchase intention. The study sample used in this study is Bank Woori Saudara's customers. The sampling method used in this study is purposive sampling and the data analysis method used was path analysis. The test results show that brand awareness, perceived quality and brand loyalty have positive and significant effect to customers' purchase intention. Thus, when the customer is aware with the brand of Bank Woori Saudara, it will affect the purchase intention for the product or service offered through perceived quality and brand loyalty.

Kata Kunci : Brand awareness, perceived quality, brand loyalty, purchase intention, Bank, Bank Woori Saudara