Hubungan Brand Origin And Ownership Terhadap Brand Longevity (Studi Kuantitatif Pada Industri Air Minum Dalam Kemasan Di Indonesia)

Afian, Rafi Ramanda (2018) Hubungan Brand Origin And Ownership Terhadap Brand Longevity (Studi Kuantitatif Pada Industri Air Minum Dalam Kemasan Di Indonesia). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini mencoba mencari tahu hubungan asal dan kepemilikan merek (brand origin and ownership) terhadap kelanggengan merek (brand longevity). Kurangnya penelitian mengenai brand longevity saat ini menjadikan penelitian ini sebagai sebuah penelitian yang menarik. Industri air minum dalam kemasan di Indonesia digunakan sebagai studi kasus untuk mencari tahu hubungan antar brand origin and ownership dengan brand longevity. Sehingga penelitian ini menggunakan metode kuantitatif dengan menyebar kuesioner pada sampel penelitian yaitu mahasiswa Universitas Brawijaya. Hasil yang diperoleh adalah brand origin and ownership memiliki hubungan yang searah namun dalam skala yang lemah terhadap brand longevity. Selain itu hasil lainnya ditemukan bahwa foreign brands memiliki hubungan yang searah terhadap brand longevity, namun original local brands dan quasi local brands tidak memiliki hubungan yang signifikan dengan brand longevity.

English Abstract

This research tried to figure out a relationship between brand origin and ownership with brand longevity. The lack of researches that discussed brand longevity nowadays made this research an interesting one. Bottled water industry in Indonesia used as a study case to figure out the relationship between brand origin and ownership with brand longevity. So that the research used quantitative method and distribute questionnaires to some students of Brawijaya University as a sample of this research. The result showed that brand origin and ownership has a correlation in same direction with Brand Longevity, though the correlation is in the poor scale. Moreover another result found out that foreign brands has same direction correlation with brand longevity, while original local

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FIS/2018/173/051803058
Uncontrolled Keywords:	Brand Longevity, Brand Origin and Ownership
Subjects:	300 Social sciences > 302 Social interaction > 302.2 Communication
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
Depositing User:	Budi Wahyono Wahyono
Date Deposited:	14 May 2018 01:33
Last Modified:	18 Oct 2021 07:11
URI:	http://repository.ub.ac.id/id/eprint/10432

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