Negara, IntanRatuPerwira (2013) Asosiasi Variabel-Variabel Kesadaran Merek, Asosiasi Merek, Persepsi Kualitas, Loyalitas Merek (Survai pada Warga Pengguna Operator Seluler Telkomsel Kelurahan Lowokwaru Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Tujuan dari penelitian ini adalah untuk menjelaskan asosiasi variabel-variabel kesadaran merek, asosiasi merek, persepsi kualitas, loyalitas merek pada produk operator seluler Telkomsel. Jenis penelitian yang digunakan adalah eksplanatory research (penelitian penjelasan). Lokasi penelitian di Warga Kelurahan Lowokwaru Pengguna Operator Seluler Telkomsel di Kota Malang. Sampel dalam penelitian ini sebanyak 99 responden dengan Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah proportional stratified random. Metode pengumpulan data menggunakan data kuesioner. Analisis data yang digunakan adalah analisis deskriptif dan analisis menggunakan teknik Chi-Square serta untuk mengetahui kekuatan asosiasi antar variabel diukur dengan melakukan uji-uji independence ukuran asosiasi yaitu : koefisien phi (Φ), koefisien Cramer (C) dan koefisien kontingensi Pearson (P). Ukuran asosiasi dirumuskan dalam koefesien , koefesien Cramer dan koefisien kontingensi Pearson. Ukuran asosiasi memiliki nilai antara 0 dan 1 untuk setiap tabel silang. Nilai C semakin mendekati 0 semakin memperlemah asosiasi antara variabel sebaliknya apabila koefisien kontingensi mendekati 1 maka hubungan antara variabel akan menunjukkan semakin kuat (sempurna). Pada penelitian yang telah dilaksanakan, ditemukan adanya asosiasi yang signifikan antara variabel kesadaran merek dan variabel asosiasi merek, variabel kesadaran merek dan variabel persepsi kualitas, variabel kesadaran merek dan variabel loyalitas merek, variabel asosiasi merek dan variabel persepsi kualitas, variabel asosiasi merek dan variabel loyalitas merek, variabel persepsi kualitas dan variabel loyalitas merek hasil tersebut didapat berdasarkan dari analisis tabel silang yang menghasilkan nilai signifikan dengan derajat alpha dibawah 5%. Hal tersebut membuktikan bahwa secara kajian teori tentang ekuitas merek telah terbukti dan sepenuhnya ditopang oleh data atau fakta-fakta yang ada.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2013/446/051309322 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 28 Oct 2013 14:55 |
| Last Modified: | 19 Oct 2021 06:48 |
| URI: | http://repository.ub.ac.id/id/eprint/116000 |
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