Analisis Pengaruh Harga, Citra Merek, Kualitas Produk, dan Promosi Pada Niat Beli Konsumen Pakaian The Executive di Yogyakarta.

CARISA DEVINA ATHALI, Prof. Dr. Basu Swastha Dharmmesta, M.B.A.

2015 | Tesis | S2 Manajemen

Merek merupakan nilai tambah yang memicu munculnya persaingan. Beberapa merek ternama asli Indonesia masih sering dianggap merek tersebut impor, salah satunya adalah merek The Executive. Strategi The Executive membuat konsumen terus loyal dengan cara menjaga kualitas dan mengikuti tren pakaian yang sedang berkembang dengan harga terjangkau yang tidak kalah dengan produk internasional. Penelitian ini bertujuan untuk menguji pengaruh harga, citra merek, kualitas produk, dan promosi pada niat pembelian produk pakaian The Executive di Yogyakarta. Jumlah responden dalam penelitian ini adalah 250 responden. Pengambilan sampel dilakukan dengan metode purposive sampling dengan kriteria judgement sampling yaitu responden bukan pemakai produk pakaian The Executive dan sesuai dengan target pasar The Executive. Teknik pengambilan data dilakukan melalui kuesioner. Uji instrumen dilakukan dengan cara pengujian validitas dan reliabilitas. Pengujian hipotesis dilakukan dengan analisis regresi berganda, uji t, dan uji F. Hasil analisis data menunjukkan bahwa variabel harga, citra merek, kualitas produk, dan promosi secara individual masing-masing berpengaruh positif pada niat beli konsumen produk pakaian The Executive di Yogyakarta. Berdasarkan hasil analisis regresi berganda, citra merek merupakan variabel yang mempunyai pengaruh paling kuat pada niat beli konsumen produk pakaian The Executive di Yogyakarta. Hasil penelitian ini mengindikasikan bahwa The Executive harus memperhatikan variabel harga, kualitas produk, promosi dan khususnya citra merek agar dapat meningkatkan niat beli konsumen pada produk pakaian The Executive. Kata kunci: harga, citra merek, kualitas produk, promosi, niat beli konsumen.

Brand is an added value hence triggering the emergence of competition among brands. There are several well-known brands of Indonesian native that are still often considered as imported brands, one of the brands is The Executive. The Executive's strategy keeps consumers loyal by maintaining quality and following apparel trends that are developing. The Executive's products are not inferior to international products, The Executive even has affordable prices. This research aims to test the influence of price, brand image, product quality, and promotion on purchase intention The Executive apparel products in Yogyakarta. The total respondents in this research are 250 respondents. Sampling is conducted using purposive sampling method with judgment sampling criteria which is the respondents are not user of The Executive's clothing products and according to the target market of The Executive. Data collection technique is conducted through questionnaires. Instrument testing is conducted using validity and reliability tests. Meanwhile hypothesis testing is done using multiple regression analysis, t test, and F test. Data analysis results show that price, brand image, product quality and promotion variables individually have positive influence on consumers purchase intention of The Executive's clothing products in Yogyakarta. Based on multiple regression analysis results, brand image is a variable that has the strongest influence on consumers purchase intention of The Executive's clothing products in Yogyakarta. These research results indicate that The Executive has to pay attention to price, product quality, promotion and especially brand image variables in order to improve consumers purchase intention of The Executive's clothing products. Key words: price, brand image, product quality, promotion, consumers purchase intention.

Kata Kunci : Kata kunci: harga, citra merek, kualitas produk, promosi, niat beli konsumen.