PENGARUH PERSEPSI TENTANG BRAND IMAGE DAN PROMOSI TERHADAP MINAT BELI DI FOLK STORE PADA MAHASISWA DI YOGYAKARTA - Abich Govinda; Pratiwi Wahyu Widiarti (Lektur: Jurnal Ilmu Komunikasi, 2021)
AbstrakPenelitian ini terfokus pada Folk Store, sebuah distribution store di Yogyakarta. Folk Store dikenal sebagai sebuah distribution store yang pertama kali menjual produk sepatu Vans di wilayah Yogyakarta. Penelitian ini bertujuan untuk mengetahui: (1) pengaruh persepsi tentang brand image terhadap minat beli di Folk Store, (2) pengaruh persepsi tentang promosi terhadap minat beli di Folk Store, dan (3) pengaruh persepsi tentang brand image dan promosi secara bersama-sama terhadap minat beli di Folk Store. Penelitian ini menggunakan pendekatan kuantitatif inferensial, dengan jenis analisis korelasional. Populasi pada penelitian ini adalah mahasiswa yang ada di Yogyakarta. Metode pengambilan sampel pada penelitian ini menggunakan teknik multistage random sampling, dan ditentukan sebanyak 100 sampel. Data dikumpulkan dengan kuesioner yang telah di uji validitas dan reliabilitasnya. Teknik analisis data yang digunakan adalah regresi berganda. Hasil penelitian ini menunjukkan bahwa: (1) persepsi tentang brand image berpengaruh positif terhadap minat beli di Folk Store dengan nilai regresi sebesar 0,568 dan nilai p = 0,000; (2) persepsi tentang promosi berpengaruh positif terhadap minat beli di Folk Store dengan nilai regresi sebesar 0,402 dan nilai p = 0,000; (3) persepsi tentang brand image dan promosi secara bersama-sama berpengaruh positif terhadap minat beli di Folk Store, dibuktikan dengan hasil pengujian diperoleh nilai F hitung sebesar 400,059 dan nilai p = 0,000.Kata Kunci: Persepsi, Brand Image, Promosi, Minat Beli AbstractThis study focuses on Folk Store, a distribution store in Yogyakarta. Folk Store is known as a distribution store that was the first to sell Vans shoes in the Yogyakarta area. This study aims to determine: (1) the effect of perceptions about brand image on buying interest at Folk Store, (2) the effect of perceptions about promotion on buying interest at Folk Store, and (3) the effect of perceptions about brand image and promotion together. towards buying interest at Folk Store. This study uses an inferential quantitative approach, with a type of correlational analysis. The population in this study were students in Yogyakarta. The sampling method in this study using multistage random sampling technique, and determined as many as 100 samples. Data were collected using a questionnaire that has been tested for validity and reliability. The data analysis technique used is multiple regression. The results of this study indicate that: (1) the perceptions of brand image have a positive affect on buying interest at Folk Store with a regression value of 0.568 and p value = 0.000; (2) the perceptions of promotion have a positive effect on buying interest at Folk Store with a regression value of 0.402 and p value = 0.000; (3) the perceptions of both brand image and promotion have a positive effect on buying interest at Folk Store, as evidenced by the test results obtained by the calculated F value of 400.059 and and p value = 0.000.Keywords: Perception, Brand Image, Promotion, Buying Interest