FIRMANSYAH, IRFAN CAHYA (2025) PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN TRUK DI PT ASTRA INTERNATIONAL UD TRUCKS CABANG BANDUNG (TA.6.25.004). Diploma thesis, UNIVERSITAS LOGISTIK DAN BISNIS INTERNASIONAL.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh citra merek terhadap keputusan pembelian truk pada PT Astra International UD Trucks Cabang Bandung. Citra merek menjadi salah satu faktor penting yang memengaruhi persepsi konsumen dalam menentukan pilihan produk, terutama pada sektor kendaraan niaga yang kompetitif. Penelitian ini menggunakan pendekatan kuantitatif dengan metode asosiatif. Data dikumpulkan melalui penyebaran kuesioner kepada 75 responden yang merupakan konsumen atau calon konsumen truk UD Trucks di wilayah Bandung. Instrumen penelitian diuji validitas dan reliabilitasnya, serta dianalisis menggunakan uji regresi linier sederhana dengan bantuan perangkat lunak SPSS versi terbaru. Hasil penelitian menunjukkan bahwa citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen. Seluruh item pertanyaan dinyatakan valid dengan nilai r-hitung > r-tabel, serta reliabel dengan nilai Cronbach’s Alpha > 0,6. Uji normalitas menunjukkan bahwa data berdistribusi normal, dan uji linieritas menunjukkan hubungan yang linier antara variabel citra merek dan keputusan pembelian. Penelitian ini menyimpulkan bahwa penguatan citra merek dapat meningkatkan kecenderungan konsumen dalam mengambil keputusan pembelian, sehingga perusahaan disarankan untuk memperkuat strategi identitas merek dan pelayanan purna jual guna meningkatkan daya saing di pasar kendaraan niaga. Kata kunci: citra merek, keputusan pembelian, kendaraan niaga, UD Trucks, strategi pemasaran ABSTRACT This study aims to examine the influence of brand image on purchasing decisions for trucks at PT Astra International UD Trucks Bandung Branch. Brand image is recognized as a crucial factor that shapes consumer perceptions and plays a key role in product selection, particularly in the highly competitive commercial vehicle sector. The research adopts a quantitative approach with an associative method. Data were collected through questionnaires distributed to 75 respondents who are actual or potential consumers of UD Trucks in the Bandung area. The research instruments were tested for validity and reliability, and the data were analyzed using simple linear regression assisted by the latest version of SPSS software. The results show that brand image has a positive and significant effect on consumer purchasing decisions. All questionnaire items are declared valid with r-count values greater than the r-table, and reliable with Cronbach’s Alpha values exceeding 0.6. The normality test confirms that the data are normally distributed, while the linearity test shows a linear relationship between brand image and purchasing decisions. The dominant dimensions of brand image influencing purchasing decisions include brand identity, brand personality, brand association, and brand attitude and behavior. The study concludes that strengthening brand image increases consumers’ tendency to make purchasing decisions. Therefore, the company is advised to enhance its brand identity strategy and after-sales services to improve competitiveness in the commercial vehicle market. Keywords: brand image, purchasing decision, commercial vehicle, UD Trucks, marketing strategy
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Sekolah Vokasi > Manajemen Pemasaran D3 |
| Depositing User: | PKL TIGA TIGA |
| Date Deposited: | 17 Jul 2026 04:17 |
| Last Modified: | 17 Jul 2026 04:17 |
| URI: | http://eprints.ulbi.ac.id/id/eprint/4134 |
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