Dian Imami Mashuri 7350407017 Manajemen Pemasaran PENGARUH BRAND EQUITY, PRODUCT VALUE, DAN CUSTOMER EXPERIENCE TERHADAP

KEPUTUSAN PEMBELIAN SEPEDA MOTOR MEREK HONDA (Studi Kasus Pelanggan CM Jaya Motor Kudus)

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NO 1 2 3 4 5 6 JULI

BULAN

JUMLAH PENJUALAN 546 unit 523 unit 418 unit 485 unit 422 unit 406 unit

AGUSTUS SEPTEMBER OKTOBER NOVEMBER DESEMBER JUMLAH

2800 unit

X1 : Brand Equity Indikator: 1. Brand Awareness 2. Brand Association 3. Perceived Quality 4. Brand Loyalty

X2 : Product Value Indikator: 1. Nilai fungsi 2. Nilai sosial 3. Nilai emosi 4. Nilai epistem 5. Nilai kondisi

: Keputusan Pembelian Indikator: 1. Pengenalan Kebutuhan 2. Pencarian Informasi 3. Evaluasi berbagai Alternatif 4. Tindakan Pembelian 5. Perilaku Pasca Pembelian

X3 : Customer Experience Indikator: 1. Sense 2. Feel 3. Think 4. Act 5. Relate

Coefficientsa Unstandardized Coefficients

Standardized Coefficients

Collinearity Statistics t .954 Sig. .497 Tolerance VIF

a. Dependent Variable: Keputusan embelian

CustomerExperience

.442

. 40

.23

2. 69

.000

.373

2.67

roductValue

.23

. 35

.342

3.92

.000

.403

2.4 2

randEquity

.49

. 00

.4 2

4.96

(Constant)

4.433

.650

odel

Std. Error

eta

.000

.6 7

.457

Model Summaryb
Model

R . 23a

R Square .675

Adjusted R Square .669

Std. Error of the Estimate 4.0 507

Durbin-Watson . 67

a. redictors: (Constant), CustomerExperience, randEquity, roductValue b. Dependent Variable: Keputusan embelian

No 2

Factors roduct Value

Mean Score 77.15% 75.3 % 77. 5% 75.18%

Criteria

Criteria Good Good Good Good

1 Brand Equity 3 Custo er Ex erience 4 Buying Decission

Value Interval > 84% - 100% > 68% - 84% > 52% - 68% > 6% - 52 % 20 % - 6% Very Good Good Good Enough Not Good Not Good Very Much

Model 1

(Constant) BrandEquity roductValue CustomerExperience

Coefficientsa Unstandardized Standardized Coefficients Coefficients B Std. Error Beta 4.433 1.650 .498 .238 .442 .100 .135 .140 .482 .342 .238

t 1.954 4.968 3.921 2.169

Sig. .497 .000 .000 .000

a. Dependent Variable: KeputusanPembelian

Model 1

(Constant) BrandEquity roductValue CustomerExperience

Coefficientsa Unstandardized Standardized Coefficients Coefficients B Std. Error Beta 4.433 1.650 .498 .238 .442 .100 .135 .140 .482 .342 .238

t 1.954 4.968 3.921 2.169

Sig. .497 .000 .000 .000

a. Dependent Variable: KeputusanPembelian

ANOVAb Model 1 Regression Residual Total Sum of Squares 998.398 1499.231 2497.629 df 3 93 96 Mean Square 332.799 16.121 F 20.644 Sig. .000a

a. Predictors: (Constant), CustomerExperience, BrandEquity, ProductValue b. Dependent Variable: KeputusanPembelian

Model Summaryb
Model 1

.823a

.675

.669

4.01507

a. Predictors: (Constant), CustomerExperience, BrandEquity, ProductValue b. Dependent Variable: KeputusanPembelian


1.867

 



RS

are

djusted R S uare

Std. Error of t e Estimate

ur i - atso

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