ANALISIS PENGARUH BRAND AWARENESS DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DENGAN BRAND ATTACHMENT SEBAGAI VARIABEL MEDIASI (Survei pada Pelanggan PT Indiva Media Kreasi)

Abstract

This research aims to determine the effect of brand awareness and
brand image, either directly or through the mediation of brand attachment to
the purchasing decision of customers of PT Indiva Media Kreasi. The
population in this research are active customers of PT Indiva Media Kreasi in
the period August 2015 to August 2016. The total population are 980
customers. Samples were taken based on random sampling of 10% of the
population, namely 98 and rounded to 100 customers. Data collection
techniques using questionnaires through validity and reliability test.
Mechanical analysis through path analysis (path) with the classical
assumption. Validity of test results, research instruments of variable brand
awareness, brand image, brand attachment and consumer purchasing
decisions valid. Reliability test results are reliable. From the classic
assumption test, multicollinearity test pass the test, heteroscedasticity test
pass the test, autocorrelation test pass the test, and normality test pass the
test. The analysis showed that brand awareness and brand image
significantly influence brand attachment. Brand awareness and brand image
indirectly influence the purchase decision. Brand attachment significantly
influence purchasing decisions. Brand attachment mediates the effect of
brand awareness and brand image on purchasing decisions.
Keywords: brand awareness, brand image, brand attachment, purchase
decision.