Rifai, Ahmad (2015) The Effect Of Service Marketing Mix Elements On Customer-Based Brand Equity: An Empirical Study On “Simpati Discovery” Customers In Malang City. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian in bertujuan untuk mengetahui Pengaruh Elemen Bauran Pemasaran Jasa Berdasarkan Pelanggan Ekuitas Merek: Studi pada pelanggan simPATI discovery di Kota Malang, secara simultan maupun secara parsial. Jenis penelitian ini adalah explanatory research, yaitu penelitian yang bertujuan untuk menjelaskan hungungan kasual antara variabel melauli pengujian hipotesis. Penelitian ini menggunakan 110 sampel, sampel dan populasi berasal dari pelanggan simPATI DISCOVERY, di kota Malang. Dalam penelitian ini metode pengumpulan data dilakukan melalui distribusi kusioner. Tehnik sampling menggunakan purposive sampling. Alat uji yang digunakan dalam penilitian ini adalah uji validitas, uji reliabilitas dan uji asumsu klasik. Dalam penelitian ini menggunakan metode analisis berupa regresi linier berganda dan uji hipotesis yang dilakukan menggunakanuji t dan uji f dengan menggunakan program SPSS 16. Hasil dalam penelitian ini menunjukan bahwa secara parsialdengan menggunakan uji t dapat di simpulkan bahwa produk, promosi, bukti fisik dan proses berpengaruh secara significant terhadap pelanggan ekuitas merek dan harga, lokasi dan orang tidak berpengaruh signifikan terhardap pelanggan ekuitas merek. Selanjutnya, secara simultan menggunakan uhi F dapat disimpulkan bahwa produk, harga, lokasi, promosi, orang, bukti fisik dan proses secara bersama berpengaruh signifikan terhadap pelanggan ekuitas merek. Dominan test menjukan bahwa produk adalah dominant variable pada pelanggan ekuitas merek. Fakta baru dalam penelitian ini menjukan bahwa responden setuju harga, lokasi dan orang sudah cukup bagus tapi tidak menbuat pelanggan ekuitas merek pada simpATI DISCOVERY.
English Abstract
This Research aim to examine the Effect of Service Marketing Mix on Customer Based Brand Equity: an Empirical Study on simPATI discovery in Malang City by simultaneous and partially. This Research is explanatory research, in accordance with purpose to describe the casual relationship among variables though hypothesis testing. In this research used 110 samples, the sample and population were the customer simPATI discovery in Malang City. In this research, the data collection method is conducted through questionnaire distribution. The sampling method used purposive sampling. Testing method in this research used Validity Test, Reability test and Classical Assumption Test. Analysis method in this research are multiple regression analysis and hypothesis testing used T test, F test, and dominant test with program SPSS 16. The result of this research showed that by partially analysis used T test can be concluded that product, promotion, physical evidence, and process has significant effect on customer based brand equity and price, place and people by partially didn’t have significant effect on customer based brand equity. Further, the simultaneous analysis used F test can be concluded that variables product, price, place, promotion, people, physical evidence and process together have significant effect on customer based brand equity. The dominant test showed that product is the dominant effect on customer based brand equity. The new fact in this research showed that respondent agreed price, place and people already good enough on simPATI discovery but didn’t make customer based brand equity on simPATI discovery.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2015/448/ 051506167 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Kustati |
| Date Deposited: | 03 Sep 2015 10:38 |
| Last Modified: | 03 Sep 2015 10:38 |
| URI: | http://repository.ub.ac.id/id/eprint/108048 |
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