Pengaruh Advertising Terhadap Pembentukan Brand Awareness Serta Dampaknya Pada Keputusan Pembelian Produk Kecap Pedas ABC (Studi Kasus Pada Konsumen Pengguna Kecap Pedas ABC di Kota Semarang)
Pengaruh Advertising Terhadap Pembentukan Brand Awareness Serta Dampaknya Pada Keputusan Pembelian Produk Kecap Pedas ABC (Studi Kasus Pada Konsumen Pengguna Kecap Pedas ABC di Kota Semarang)
Abstract
Persaingan yang semakin ketat membuat perusahaan kecap menggunakan
berbagai strategi dan berusaha mendapatkan dan mempertahankan konsumen agar tetap menjadi pelanggannya. Perusahaan menyadari dalam persaingan yang semakin ketat dan untuk mencapai laba yang diharapkan serta mempertahankan kontinuitas perusahaan, maka perusahaan harus menciptakan sebuah strategi. Salah satu strategi yang berkembang adalah advertising, Untuk itulah perusahaan Kecap Pedas ABC menggunakan program advertising untuk meningkatkan brand awareness dan keputusan pembelian konsumennya.
Hasil penelitian ini mendapatkan bahwa uji “t”, variabel advertising mempunyai pengaruh positif dan signifikan terhadap Keputusan Pembelian (t hitung = 8.404> t tabel 1.984). Variabel brand awareness juga mempunyai pengaruh positif dan signifikan terhadap Keputusan Pembelian berdasarkan uji “t” dimana diperoleh nilai (t hitung = 5.420 > t tabel 1.984). Pengujian pengaruh variabel bebas secara bersama-sama menunjukkan bahwa secara simultan advertising dan brand awareness mempunyai pengaruh yang positif dan signifikan terhadap Keputusan Pembelian kecap pedas ABC diperoleh nilai (F hitung = 131.831 > F tabel 3.09). Dari hasil perhitungan regresi dapat diketahui
koefisien determinasi (adjusted R2) pada penelitian ini sebesar 0.731. Dengan
demikian Keputusan Pembelian Kecap Pedas ABC dipengaruhi oleh Advertising dan Brand awareness sebesar 73.1 %, sedangkan sisanya yaitu 26.9 % Keputusan Pembelian Kecap Pedas ABC dipengaruhi oleh variabel-variabel lainnya yang tidak diteliti dalam penelitian ini.
Dari hasil penelitian tersebut hendaknya Kecap Pedas ABC lebih meningkatkan program advertising dengan program yang lebih menarik dan menggunakan media yang lebih tepat guna meningkatkan brand awareness agar keputusan pembelian konsumen terhadap Kecap pedas ABC semakin meningkat. Selain itu, Perusahaan Kecap Pedas ABC sebaiknya mempertimbangkan sarana promosi lainnya di samping advertising agar kinerja dan tujuan perusahaan dapat tercapai dengan lebih baik.
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