PENGARUH0BRAND1HERITAGE1TERHADAP1CUSTOMER1PERCEIVED VALUE SERTA2DAMPAKNYA1PADA6KEPUTUSAN0PEMBELIAN (Survei1pada2Mahasiswa2Program3S14Program5Studi7Administrasi9Bisnis0Fakultas Ilmu1Administrasi4Universitas6Brawijaya8Malang0Angkatan 2015-2016 yang Mengguna - Dyah Ayu Kusumo Wardhani; Edriana Pangestuti; Aniesa Samira Bafadhal (Fakultas Ilmu Administrasi Universitas Brawijaya, 2019)
The study aims to explain the influence of the heritage brand on customer perceived value, the effect of customer perceived value on purchasing decisions, the influence of heritage brands on purchasing decisions, and the possible indirect effects of heritage brands on purchasing decisions through customer perceived value. This type of research is explanatory research using a quantitative approach. The variables used in this study include heritage brand, customer perceived value, and purchasing decisions. The population studied in the study were undergraduate students of business administration study program at the faculty of administration of Malang University of 2015, 2016 who had used brick brand shoes when they were in elementary school, and had used and bought branded brick shoes at least once in the last 3 years. To get the research data using purposive sampling technique through the distribution of offline questionnaires to 116 respondents who were sampled in the population. The results showed that heritage brands significantly influence customer perceived value, customer perceived value significantly affects purchasing decisions, heritage brands significantly influence purchasing decisions with or without customer perceived value. Kеywords: Brand Heritage, Customer2Perceived2Value, Purchase1Decision АBSTRАK Penelitian bertujuan untuk menjelaskan pengaruh dari brand heritage pada customer perceived value, pengaruh customer perceived value pada keputusan pembelian, pengaruh brand heritage terhadap keputusan pembelian, serta pengaruh tidak langsung yang mungkin timbul dari brand heritage pada keputusan pembelian melalui customer perceived value. Jenis penelitian merupakan eksplanatori (explanatory research) dengan menggunakan pendekatan kuantitatif. Variabel yang digunakan dalam penelitian ini diantaranya brand heritage, customer perceived value, dan keputusan pembelian. Populasi yang diteliti dalam penelitian adalah mahasiswa sarjana program studi administrasi bisnis fakultas ilmu administrasi universitas brawijaya malang angkatan 2015 – 2016 yang pernah menggunakan sepatu merek bata pada saat duduk di bangku sekolah dasar (sd), serta pernah menggunakan dan membeli sepatu merek bata minimal 1 kali dalam 3 tahun terakhir. Untuk mendapatkan data penelitian menggunakan teknik purposive sampling melalui penyebaran kuesioner secara offline kepada 116 orang responden yang dijadikan sampel dalam populasi. Hasil penelitian menunjukkan bahwa brand heritage berpengaruh secara signifikan terhadap customer perceived value, customer perceived value berpengaruh secara signifikan terhadap keputusan pembelian, brand heritage berpengaruh secara signifikan terhadap keputusan pembelian dengan atau tanpa melalui customer perceived value. Kаtа Kunci: Brand Heritage, Customer1Perceived2Value, Keputusan Pembelian