EKUITAS MEREK TERHADAP MINAT BELI KONSUMEN PADA PRODUK OLAHRAGABULUTANGKIS MEREK YONEX

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh elemen ekuitas merek yang terdiri dari empat elemen ekuitas merek, yaitu kesadaran merek, persepsi kualitas, asosiasi merek dan loyalitas merek terhadap minat pembelian pada produk olahraga bulutangkis merek Yonex. Teknik pengambilan sample melalui non-probability sampling.  Penelitian ini dianalisa menggunakan Structural Equation Modelling (SEM) dengan program Statistical Package for Social Sciences (SPSS) dan AMOS versi 24. Penelitian ini menggunakan 212 responden diambil dari penduduk Indonesia yang mempunyai minat membeli dan menggunakan produk olahraga bulutangkis merek Yonex. Hasil penelitian ini menemukan bahwa elemen ekuitas merek yaitu elemen kesadaran merek, asosiasi merek, loyalitas merek berpengaruh positif terhadap minat pembelian produk olahraga bulutangkis merek Yonex. Sedangkan persepsi kualitas tidak berpengaruh terhadap minat pembelian produk olahraga bulutangkis merek Yonex. Kata kunci : kesadaran merek, asosiasi merek, persepsi kualitas, loyalitas merek, ekuitas merek, minat pembelian..     This study aims to determine the effect of brand equity elements which consist of four brand equity elements, namely brand awareness, perceived quality, brand association and brand loyalty on purchase intention in badminton sports equipment of Yonex brand. The sampling technique is through non-probability sampling. This research was analyzed using Structural Equation Modeling (SEM) with the Statistical Package for Social Sciences (SPSS) program and AMOS version 24. This study used 212 respondents whose taken from Indonesian residents who have interest in buying and using badminton sports equipment of Yonex brand. The results of this study found that the elements of brand equity, namely the elements of brand awareness, brand associations, brand loyalty have positive effects on purchase intention in badminton sports equipment of Yonex brand. Meanwhile, perceived quality has no effect on purchase intention in badminton sports equipment of Yonex brand.